Turwear E-commerce Website

TUR - Clothing manufacturers from Kharkiv, founded in 2015 following the outbreak of the war in Eastern Ukraine. We blend military inspiration with modernity, crafting styles like techwear, cyberpunk, and parkour.

## **My tasks in the project**

- Competitor analysis
- Wireframes and A/B testing
- Website design creation
- Developing a unique visual identity

## Problem

**Website Ineffectiveness:** The website currently **fails to effectively convey** the premium and technological aspects of techwear clothing, potentially deterring buyers and enthusiasts. Additionally, its **confusing navigation** makes it difficult for users to find products and information.

## Solution

**Enhanced Navigation and Branding:** Revise site structure and navigation for easy product and information access while creating a unique visual identity that aligns with fashion trends and brand concept.

# Competitive analysis

### Analysis Goals

- User experience evaluation
- Identifying strengths and weaknesses
- Studying competitors' website structures, seeking Points of Parity/Points of Differentiation (POP/POD)
- Assessing competitors' website designs

### Conclusion

- Websites with fewer products tend to simplify navigation and sorting, often presenting items in lists to emphasize visuals.
- Despite the high price range, most competitor sites display a design of average quality. They contain excessive advertising, subscription prompts, and collection previews, which can be irritating and distracting for users. These elements hinder user-friendliness.
- While a Lookbook could effectively present a new collection, the lack of collection photos made it impractical. Consequently, we opted to use banners exclusively for promotion.
- Competitor websites lack distinctive features and unique solutions. They maintain a simple and informative structure without any standout features.

# Wireframes

Created wireframes for website pages, conducted A/B testing to identify the best design options (users encountered major issues on the product page, so based on the data obtained, I redesigned wireframes and conducted testing again).

# Final Design

Designed website pages along with their responsive versions for mobile devices, created banners for the main website pages, and compiled the project's UI kit: components, colors, fonts.