Redesign of Ashluxury to Increase Conversion Rate
Conversion Rate Before
0.19%
Conversion Rate After
0.52%
My Role
UI/UX Designer
Project Type
E-commerce
Project Timeline
4 Months
Team Members
Simi (head of e-commerce)
Olawale (Digital marketer)
Stella (Digital Machandiser)
Fola (Product photographer)
Nelson (Product photographer)
Redesign of Ashluxury to Increase Conversion Rate
Conversion Rate Before
0.19%
Conversion Rate After
0.68%
My Role
UI/UX Designer
Project Type
E-commerce
Project Timeline
4 Months
Team Members
Simi (head of e-commerce)
Olawale (Digital marketer)
Stella (Digital Machandiser)
Fola (Product photographer)
Nelson (Product photographer)
Redesign of Ashluxury to Increase Conversion Rate
Conversion Rate Before
0.19%
Conversion Rate After
0.68%
My Role
My Role
UI/UX Designer
UI/UX Designer
Frontend
Project Type
Project Type
E-commerce
Project Timeline
Project Timeline
4 Months
Team Members
Team Members
Simi (head of e-commerce)
Simi (head of e-commerce)
Olawale (Digital marketer)
Olawale (Digital marketer)
Stella (Digital Machandiser)
Stella (Digital Machandiser)
Fola (Product photographer)
Fola (Product photographer)
Nelson (Product photographer)
Nelson (Product photographer)
Design Process
Design Process
Design Process
Background
Background
Background
Background
Background
Ashcorp, founded in 2017 by Yinka Ash, is a leader in Africa’s luxury fashion retail industry. Representing over 100 globally coveted designer brands, it operates flagship stores in Lagos and London, with its private label Ashluxe and brands like 234Labs, Athclub, Zentai, and the luxury emporium Ashluxury.
Ashcorp, founded in 2017 by Yinka Ash, is a leader in Africa’s luxury fashion retail industry. Representing over 100 globally coveted designer brands, it operates flagship stores in Lagos and London, with its private label Ashluxe and brands like 234Labs, Athclub, Zentai, and the luxury emporium Ashluxury.
Design Process
1
Empathize
2
Define
3
Ideate
4
Prototype
5
Test
Design Process
My Role and the Transition
Joining Ashcorp was both exciting and daunting. After three years of working remotely as a freelance designer, I relocated to work onsite. Adjusting to a new environment, new people, and new workflows as an introvert was challenging.
Cause of Poor Conversion
Based on Research
01
No Back-in-Stock Alerts
Luxury items often sell out quickly, leaving customers disappointed. Yet, Ashluxury’s site didn’t allow users to request notifications for restocks. Without back-in-stock alerts, users had no way of knowing when desired items became available again. This led to lost sales and frustrated customers.
02
Auto Search Suggestion
Auto-suggestions help users find the items they need faster. By typing just a letter, items starting with that letter appear instantly, making the process easier and reducing the time spent on tasks. Imagine having to type out the full name of a product before it appears. This was the case with Ashluxury, which was quite stressful. Users often had to go back to where they saw the product name to confirm the full name, and many didn’t come back to buy the item because they were distracted by something else, leading to a bad user experience and poor conversion for the business.
03
No Cross Feature
Imagine you’re shopping for a shirt, and the retailer doesn’t suggest pants or shorts that would match it. You might not even realize you need them. Similarly, customers buying luxury clothing often look for complete outfits, but Ashluxury’s site wasn’t offering these options, which led to a poor user experience and a low conversion rate for the business.
04
Lack of Product Suggestions
Imagine walking into a massive store for the first time with the plan to buy your dream party wear, only to realize that the e-commerce website doesn’t have a party wear category. You’d have to search for each item individually, from the top to the pants. It can be really stressful, especially if you don’t have an eye for great party wear. This was the issue with AshLuxury: items weren’t categorized properly. They were simply given generic names like pants, shirts, gowns, etc. When presented this way, users are likely to look for ideas elsewhere.
05
Missing Wishlist Feature
Ashcorp’s site didn’t have a wishlist. Users had only two options: add items to their cart or leave. This became a significant pain point when products were out of stock, as customers couldn’t save these items for later.
My Role
and the Transition
My Role
and the Transition
My Role
and The
Transition
My Role
and the Transition
Joining Ashcorp as a UI/UX Designer was both exciting and daunting. After three years of working remotely as a freelance designer, I relocated to work onsite, which brought its own set of challenges. The exciting part was that I had to meet a lot of new people, learn new skills, and collaborate with different people across the organization. It was also fun working with my team members in the 'E-commerce' department, where we have the digital marketer, developer, head of e-commerce, digital merchandiser, etc.
Cause of
Poor Conversion After Research
01
No Back-in-Stock Alerts
Luxury items often sell out quickly, leaving customers disappointed. Yet, Ashluxury’s site didn’t allow users to request notifications for restocks. Without back-in-stock alerts, users had no way of knowing when desired items became available again. This led to lost sales and frustrated customers.
02
Auto Search Suggestion
Auto-suggestions speed up searches by instantly displaying relevant items as users type. Previously, Ashluxury required full product names, causing frustration and lost sales as users abandoned searches to confirm names. This led to a poor user experience and lower conversions.
03
No Cross Sale Feature
Imagine you’re shopping for a shirt, and the retailer doesn’t suggest pants or shorts that would match it. You might not even realize you need them. Similarly, customers buying luxury clothing often look for complete outfits, but Ashluxury’s site wasn’t offering these options, which led to a poor user experience and a low conversion rate for the business.
04
Lack of Product Suggestions
Imagine entering a massive store to buy party wear only to find no dedicated category. Searching for each item individually can be stressful, especially without styling expertise. Ashluxury faced this issue as products were generically labeled (e.g., pants, shirts, gowns), making it harder for users to find complete looks, leading them to seek inspiration elsewhere.
05
Missing Wishlist Feature
Ashcorp’s site didn’t have a wishlist. Users had only two options: add items to their cart or leave. This became a significant pain point when products were out of stock, as customers couldn’t save these items for later.
The Problem
Every business has two things in common: increasing conversions and improving the overall experience for their users. While the overall user experience is good (assumption), they struggle to drive conversions as much as possible, which affects the business. Customers are coming to the site without making purchases or leaving items in their cart without checking out, which is a big problem for the business.
Understanding Our Users
Who are they?
Trend-conscious individuals aged 16-27 who value exclusivity and are eager to stay at the forefront of fashion.
Where are they?
Predominantly in Nigeria, where luxury shopping is still a niche market.
What’s their challenge?
While these users are willing to invest in high-quality clothing, they expect personalized, seamless, and hassle-free experiences online.
Challenge:
Solving This Problem
Creating a simpler, minimalist, and user-friendly design was a challenge because we didn’t want our website to look like just another generic e-commerce platform. We did a lot of iterations before agreeing on the final four features. We were also hesitant to introduce all the features at once, so we rolled them out two by two to monitor how our users would adapt
The Problem
Every business has two things in common: increasing conversions and improving the overall experience for their users. While the overall user experience of Ashluxury is good (assumption), they struggle to drive conversions as much as possible, which affects the business. Customers are coming to the site without making purchases, which is a big problem for the business.
The Problem
The Problem
The Problem
Every business has two things in common: increasing conversions and improving the overall experience for their users. While the overall user experience of Ashluxury is good (assumption), they struggle to drive conversions as much as possible, which affects the business. Customers are coming to the site without making purchases, which is a big problem for the business.
Understanding Our Users
Understanding Our Users
Understanding Our Users
Who are they?
Trend-conscious individuals aged 16-27 who value exclusivity and are eager to stay at the forefront of fashion.
Where are they?
Predominantly in Nigeria, where luxury shopping is still a niche market.
What’s their challenge?
While these users are willing to invest in high-quality clothing, they expect personalized, seamless, and hassle-free experiences online.
Cause of Poor Conversion
Based on Research
Cause of Poor Conversion
Based on Research
Cause of Poor Conversion
Based on Research
01
01
01
No Back-in-Stock Alerts
Luxury items often sell out quickly, leaving customers disappointed. Yet, Ashluxury’s site didn’t allow users to request notifications for restocks. Without back-in-stock alerts, users had no way of knowing when desired items became available again. This led to lost sales and frustrated customers.
02
02
02
Auto Search Suggestion
Auto-suggestions help users find the items they need faster. By typing just a letter, items starting with that letter appear instantly, making the process easier and reducing the time spent on tasks. Imagine having to type out the full name of a product before it appears. This was the case with Ashluxury, which was quite stressful. Users often had to go back to where they saw the product name to confirm the full name, and many didn’t come back to buy the item because they were distracted by something else, leading to a bad user experience and poor conversion for the business.
03
03
03
No Cross Sale Feature
Imagine you’re shopping for a shirt, and the retailer doesn’t suggest pants or shorts that would match it. You might not even realize you need them. Similarly, customers buying luxury clothing often look for complete outfits, but Ashluxury’s site wasn’t offering these options, which led to a poor user experience and a low conversion rate for the business.
04
04
04
Lack of Product Suggestions
Imagine walking into a massive store for the first time with the plan to buy your dream party wear, only to realize that the e-commerce website doesn’t have a party wear category. You’d have to search for each item individually, from the top to the pants. It can be really stressful, especially if you don’t have an eye for great party wear. This was the issue with AshLuxury: items weren’t categorized properly. They were simply given generic names like pants, shirts, gowns, etc. When presented this way, users are likely to look for ideas elsewhere.
05
05
05
Missing Wishlist Feature
Luxury items often sell out quickly, leaving customers disappointed. Yet, Ashluxury’s site didn’t allow users to request notifications for restocks. Without back-in-stock alerts, users had no way of knowing when desired items became available again. This led to lost sales and frustrated customers.
Challenge:
Solving This Problem
Creating a simpler, minimalist, and user-friendly design was a challenge because we didn’t want our website to look like just another generic e-commerce platform. We did a lot of iterations before agreeing on the final four features. We were also hesitant to introduce all the features at once, so we rolled them out two by two to monitor how our users would adapt
01
Product
Suggestions
I collaborated with the digital merchandiser to reorganize and rename product collections. We introduced tailored categories like “Top Trending,” “Outdoor Looks,” and “Party Wears.” These spoke directly to users’ lifestyles, making the shopping experience more intuitive.
Why Solving This Was Critical
When customers feel guided, they’re more likely to engage. Tailored collections help users find what they’re looking for faster, creating a sense of personalization. For Ashcorp, this would mean better customer retention and higher sales.
Understanding Our Users
Who are they?
Trend-conscious individuals aged 16-27 who value exclusivity and are eager to stay at the forefront of fashion.
Where are they?
Predominantly in Nigeria, where luxury shopping is still a niche market.
What’s their challenge?
While these users are willing to invest in high-quality clothing, they expect personalized, seamless, and hassle-free experiences online.
Challenge:
Solving This Problem
Challenge:
Solving This Problem
Challenge:
Solving This Problem
Creating a simpler, minimalist, and user-friendly design was a challenge because we didn’t want our website to look like just another generic e-commerce platform. We did a lot of iterations before agreeing on the final four features. We were also hesitant to introduce all the features at once, so we rolled them out two by two to monitor how our users would adapt
01
01
01
Product Suggestions
Product Suggestions
Product Suggestions
I collaborated with the digital merchandiser to reorganize and rename product collections. We introduced tailored categories like “Top Trending,” “Outdoor Looks,” and “Party Wears.” These spoke directly to users’ lifestyles, making the shopping experience more intuitive.
Why Solving This Was Critical
Why Solving This Was Critical
Why Solving This Was Critical
When customers feel guided, they’re more likely to engage. Tailored collections help users find what they’re looking for faster, creating a sense of personalization. For Ashcorp, this would mean better customer retention and higher sales.
02
02
02
02
Cross Sale Feature
Cross Sale Feature
Cross Sale Feature
We added an “Complete the Look” section on product pages/cart. For example, if a user viewed a shirt, they would see matching trousers, accessories, or jackets that paired well with it.
We added an “Complete the Look” section on product pages/cart. For example, if a user viewed a shirt, they would see matching trousers, accessories, or jackets that paired well with it.
Why Solving This Was Critical
Why Solving This Was Critical
Why Solving This Was Critical
Why Solving This Was Critical
Upselling not only increases the average order value but also enhances the customer experience. It feels like the brand understands the user’s needs by recommending items that complement their purchase.
Upselling not only increases the average order value but also enhances the customer experience. It feels like the brand understands the user’s needs by recommending items that complement their purchase.
03
03
03
03
Auto Search Suggestion
Auto Search Suggestion
Auto Search Suggestion
Auto Search Suggestion
I Added auto-suggestions to help users find the items they need faster. By typing just a letter, items starting with that letter appear instantly, making the process easier and reducing the time spent on tasks.
I Added auto-suggestions to help users find the items they need faster. By typing just a letter, items starting with that letter appear instantly, making the process easier and reducing the time spent on tasks.
Why Solving This Was Critical
Why Solving This Was Critical
Why Solving This Was Critical
Why Solving This Was Critical
Makes the user experience more fun and seamless, encouraging users to make purchase decisions as quickly as possible.
Makes the user experience more fun and seamless, encouraging users to make purchase decisions as quickly as possible.
04
04
04
04
Back-in-Stock Alerts
Back-in-Stock Alerts
Back-in-Stock Alerts
Back-in-Stock Alerts
It ensures users stay updated when the item they want to purchase is restocked, which in turn increases the conversion rate for the business.
It ensures users stay updated when the item they want to purchase is restocked, which in turn increases the conversion rate for the business.
Why Solving This Was Critical
Why Solving This Was Critical
Why Solving This Was Critical
Why Solving This Was Critical
We introduced a “Notify Me When Available” button for out-of-stock products. Users could submit their email to receive updates, ensuring they stayed connected to the brand.
We introduced a “Notify Me When Available” button for out-of-stock products. Users could submit their email to receive updates, ensuring they stayed connected to the brand.
Impact
Impact
Impact
Quantitative Results
Conversion Rate: Increased by 78% within two months.
Auto Search Suggestion: Over 25% of customers who used this feature made a purchase.
Qualitative Results
Users praised the personalized collections and improved navigation.
Back-in-stock notifications led to a significant uptick in repeat visits.
Impact
Quantitative Results
Conversion Rate: Increased by 78% within two months.
Auto Search Suggestion: Over 25% of customers who used this feature made a purchase.
Qualitative Results
Users praised the personalized collections and improved navigation.
Back-in-stock notifications led to a significant uptick in repeat visits.
Learnings
Learnings
Learnings
Cross-selling not only increases revenue but also improves the overall shopping experience.
Features like wishlists and back-in-stock alerts are essential for keeping customers engaged.
Personalization enhances user satisfaction and loyalty.
Learnings
Upselling not only increases revenue but also improves the overall shopping experience.
Features like wishlists and back-in-stock alerts are essential for keeping customers engaged.
Personalization enhances user satisfaction and loyalty.
Conclusion
Conclusion
Conclusion
Conclusion
Conclusion
Relocating to Ashcorp and working through these challenges was a transformative experience. By addressing user pain points and implementing strategic solutions, we created an e-commerce platform that resonated with its luxury audience and drove measurable results.
Relocating to Ashcorp and working through these challenges was a transformative experience. By addressing user pain points and implementing strategic solutions, we created an e-commerce platform that resonated with its luxury audience and drove measurable results.
Next Project
Next Project
BoohooMAN Nigeria Expansion: Localizing Fashion
with Ashcorp
BoohooMAN Nigeria Expansion: Localizing Fashion
with Ashcorp
BoohooMAN Nigeria Expansion: Localizing Fashion
with Ashcorp
BoohooMAN Nigeria Expansion: Localizing Fashion with Ashcorp
BoohooMAN Nigeria Expansion: Localizing Fashion with Ashcorp