BoohooMAN Nigeria Expansion: Localizing Fashion with Ashcorp
BoohooMAN Nigeria Expansion: Localizing Fashion with Ashcorp
BoohooMAN Nigeria Expansion: Localizing Fashion with Ashcorp
New Customers
New Customers
New Customers
250 (first two months)
250 (first two months)
250 (first two months)
Checkout completion rate
Checkout completion rate
Checkout completion rate
75%
75%
75%
My Role
UI/UX Designer
Frontend
Project Type
E-commerce
Project Timeline
2 Months
Team Members
Simi (head of e-commerce)
Olawale (Digital marketer)
Stella (Digital Machandiser)
Fola (Product photographer)
Nelson (Product photographer)
My Role
My Role
My Role
UI/UX Designer / Frontend
UI/UX Designer
Frontend
UI/UX Designer / Frontend
UI/UX Designer / Frontend
Project Type
Project Type
Project Type
E-commerce
E-commerce
E-commerce
Project Timeline
Project Timeline
Project Timeline
2 Months
2 Months
2 Months
Team Members
Team Members
Team Members
Simi (head of e-commerce)
Simi (head of e-commerce)
Simi (head of e-commerce)
Olawale (Digital marketer)
Olawale (Digital marketer)
Olawale (Digital marketer)
Stella (Digital Machandiser)
Stella (Digital Machandiser)
Stella (Digital Machandiser)
Fola (Product photographer)
Fola (Product photographer)
Fola (Product photographer)
Nelson (Product photographer)
Nelson (Product photographer)
Nelson (Product photographer)
About BoohooMAN
About BoohooMAN
About BoohooMAN
About BoohooMAN
About BoohooMAN
BoohooMAN is an affordable men’s fashion brand with a core mission: to make stylish clothing accessible to everyone, not just the wealthy. By focusing on inclusivity, BoohooMAN offers the latest trends at budget-friendly prices, ensuring that men from all walks of life can access fashionable and trendy clothing.
BoohooMAN is an affordable men’s fashion brand with a core mission: to make stylish clothing accessible to everyone, not just the wealthy. By focusing on inclusivity, BoohooMAN offers the latest trends at budget-friendly prices, ensuring that men from all walks of life can access fashionable and trendy clothing.
BoohooMAN Coming to Nigeria
BoohooMAN Coming to Nigeria
BoohooMAN Coming to Nigeria
BoohooMAN Coming to Nigeria
BoohooMAN Coming to Nigeria
Recognizing Nigeria’s large and rapidly growing customer base, BoohooMAN decided to launch a dedicated online store specifically tailored for the Nigerian market. This new platform was designed to streamline the shopping experience by introducing localized features such as easier shipping and local payment options. The website’s layout, UX writing, and imagery were also customized to resonate with Nigerian preferences, ensuring a seamless shopping experience from browsing to checkout.
Recognizing Nigeria’s large and rapidly growing customer base, BoohooMAN decided to launch a dedicated online store specifically tailored for the Nigerian market. This new platform was designed to streamline the shopping experience by introducing localized features such as easier shipping and local payment options. The website’s layout, UX writing, and imagery were also customized to resonate with Nigerian preferences, ensuring a seamless shopping experience from browsing to checkout.
BoohooMAN x Ashcorp
BoohooMAN x Ashcorp
BoohooMAN x Ashcorp
BoohooMAN x Ashcorp
BoohooMAN x Ashcorp
To effectively enter the Nigerian market and offer a truly local experience, BoohooMAN partnered with Ashcorp, one of Africa’s leading luxury clothing brands. Ashcorp is already well-established in the region, with successful platforms like Ashluxury, Ashluxe, and Plus234Labs. This partnership allows BoohooMAN to tap into Ashcorp’s deep local knowledge and expertise, ensuring a smooth and familiar shopping experience for Nigerian customers while increasing BoohooMAN’s visibility across the region.
To effectively enter the Nigerian market and offer a truly local experience, BoohooMAN partnered with Ashcorp, one of Africa’s leading luxury clothing brands. Ashcorp is already well-established in the region, with successful platforms like Ashluxury, Ashluxe, and Plus234Labs. This partnership allows BoohooMAN to tap into Ashcorp’s deep local knowledge and expertise, ensuring a smooth and familiar shopping experience for Nigerian customers while increasing BoohooMAN’s visibility across the region.
Clear Problem
Statement
Clear Problem
Statement
Clear Problem
Statement
Clear Problem Statement
Clear Problem
Statement
BoohooMAN seeks to create a dedicated Nigerian website that resonates with local users. The goal is to provide a seamless, culturally relevant shopping experience from landing on the site to completing checkout. This initiative aims to improve the user experience and increase BoohooMAN’s presence and recognition in the Nigerian market.
BoohooMAN seeks to create a dedicated Nigerian website that resonates with local users. The goal is to provide a seamless, culturally relevant shopping experience from landing on the site to completing checkout. This initiative aims to improve the user experience and increase BoohooMAN’s presence and recognition in the Nigerian market.
Where I Come
In
Where I Come
In
Where I Come
In
Where I Come In
Where I Come
In
As the UI/UX Designer/Developer working alongside Ashcorp, my role was to design a seamless, intuitive website layout for BoohooMAN that aligns with Nigerian customer preferences. This included drawing inspiration from local fashion industry websites and guiding the project from ideation through to development.
As the UI/UX Designer/Developer working alongside Ashcorp, my role was to design a seamless, intuitive website layout for BoohooMAN that aligns with Nigerian customer preferences. This included drawing inspiration from local fashion industry websites and guiding the project from ideation through to development.
My Design Process
My Design Process
My Design Process
My Design Process
My Design Process
User Research
Focused on identifying features Nigerian users find crucial, like local payment methods, delivery options, and product pricing in Naira.
Conducted research to understand the current pain points of Nigerian customers when shopping on the BoohooMAN UK site.
Focused on identifying features Nigerian users find crucial, like local payment methods, delivery options, and product pricing in Naira.
Conducted research to understand the current pain points of Nigerian customers when shopping on the BoohooMAN UK site.
Competitive Analysis
Studied local clothing brands and e-commerce websites, including BoohooMAN’s own official store, to understand user behavior and expectations in the Nigerian market. The aim was to create a familiar and user-friendly experience.
Studied local clothing brands and e-commerce websites, including BoohooMAN’s own official store, to understand user behavior and expectations in the Nigerian market. The aim was to create a familiar and user-friendly experience.
Prototypes & Testing
Created low-fidelity prototypes and tested them with Nigerian users to validate the design before moving to the visual design phase. This was done to ensure the final design meets the specific needs of Nigerian shoppers.
Created low-fidelity prototypes and tested them with Nigerian users to validate the design before moving to the visual design phase. This was done to ensure the final design meets the specific needs of Nigerian shoppers.
User Research Insights
User Research Insights
User Research Insights
User Research Insights
User Research Insights
Emmanuel
Emmanuel
Emmanuel
Emmanuel
Emmanuel
I want to see prices in Naira, not Pounds or Dollars.
I want to see prices in Naira, not
Pounds or Dollars.
I want to see prices in Naira,
not Pounds or Dollars.
Josh
Josh
Josh
Josh
Josh
I prefer paying with OPay, PalmPay, or directly through
bank transfer.
I prefer paying with OPay, PalmPay, or
directly through bank transfer.
I prefer paying with OPay,
PalmPay, or directly through
bank transfer.
Kenne
Kenne
Kenne
Kenne
Kenne
I need fast delivery, like next-day or two-day shipping.
I need fast delivery, like next-day or
two-day shipping.
I need fast delivery, like next
-day or two-day shipping.
Franklin
Franklin
Franklin
Franklin
Franklin
I wish BoohooMAN had physical stores in Nigeria so I could
try on clothes and pay cash.
I wish BoohooMAN had physical stores
in Nigeria so I could try on clothes
and pay cash.
I wish BoohooMAN had physical
stores in Nigeria so I could
try on clothes and pay cash.
My Insights
My Insights
My Insights
My Insights
My Insights
Despite BoohooMAN's loyal customer base, several barriers are hindering a smooth purchase experience for Nigerian users:
Despite BoohooMAN's loyal customer base, several barriers are hindering a smooth purchase experience for Nigerian users:
Local Payment Methods: Nigerian shoppers prefer payment options like OPay, PalmPay, and bank transfer over international payment gateways.
Local Payment Methods: Nigerian shoppers prefer payment options like OPay, PalmPay, and bank transfer over international payment gateways.
Shipping Delays: There’s an expectation for quick delivery within major cities like Lagos and Abuja.
Shipping Delays: There’s an expectation for quick delivery within major cities like Lagos and Abuja.
Payment Gateway Familiarity: Some payment methods, like “Shop Pay,” are unfamiliar to Nigerian shoppers, creating a disconnect.
Payment Gateway Familiarity: Some payment methods, like “Shop Pay,” are unfamiliar to Nigerian shoppers, creating a disconnect.
These challenges can be addressed by designing a website that includes local payment options, faster delivery choices, and an intuitive checkout process that Nigerian customers are familiar with.
These challenges can be addressed by designing a website that includes local payment options, faster delivery choices, and an intuitive checkout process that Nigerian customers are familiar with.
Competitive Analysis
Competitive Analysis
Competitive Analysis
Competitive Analysis
Competitive Analysis
Orange Culture
Founded by Adebayo Okelawal, Orange Culture blends African heritage with modern, androgynous styles, creating an inclusive experience for all. The website incorporates African culture with vibrant imagery and local payment options.
Founded by Adebayo Okelawal, Orange Culture blends African heritage with modern, androgynous styles, creating an inclusive experience for all. The website incorporates African culture with vibrant imagery and local payment options.
Core UX Strengths
Core UX Strengths
The site design reflects African culture, with imagery that connects with Nigerian consumers.
Allows users to view prices in Naira and choose from various local payment methods, including bank transfers.
The site design reflects African culture, with imagery that connects with Nigerian consumers.
Allows users to view prices in Naira and choose from various local payment methods, including bank transfers.
Weaknesses
Weaknesses
The “Shop Pay” button on product pages is not widely familiar to Nigerian users, causing confusion during checkout.
Customer support is hard to reach, with an email-only contact system that feels too slow for Nigerian shoppers who prefer immediate assistance.
The “Shop Pay” button on product pages is not widely familiar to Nigerian users, causing confusion during checkout.
Customer support is hard to reach, with an email-only contact system that feels too slow for Nigerian shoppers who prefer immediate assistance.
Refining the BoohooMAN Nigerian Experience
Refining the BoohooMAN Nigerian Experience
Refining the BoohooMAN Nigerian Experience
Refining the BoohooMAN Nigerian Experience
Refining the BoohooMAN Nigerian Experience
1. Cultural Alignment
1. Cultural Alignment
Local imagery: Feature models and influencers from Nigeria, and incorporate settings from popular Nigerian cities like Lagos or Abuja to make the site feel familiar and accessible.
Integrate Nigerian fashion trends into the design, using bold prints, streetwear styles, and urban aesthetics that resonate with Nigerian youth culture.
Local imagery: Feature models and influencers from Nigeria, and incorporate settings from popular Nigerian cities like Lagos or Abuja to make the site feel familiar and accessible.
Integrate Nigerian fashion trends into the design, using bold prints, streetwear styles, and urban aesthetics that resonate with Nigerian youth culture.
2. Language and Communication
2. Language and Communication
Use simple, conversational language in product descriptions and marketing copy. This will help make the site feel more local and relatable to Nigerian shoppers.
Engage our audience with catchy collection names like "Most Popular Picks" or "Trending in Your Community.
Use simple, conversational language in product descriptions and marketing copy. This will help make the site feel more local and relatable to Nigerian shoppers.
Engage our audience with catchy collection names like "Most Popular Picks" or "Trending in Your Community.
3. Payment & Shipping
3. Payment & Shipping
Include local payment gateways such as OPay, PalmPay, Flutterwave, and bank transfers.
Ensure quick delivery options (e.g., same-day or next-day) for major cities like Lagos, Abuja, and Port Harcourt. Clear delivery timelines are crucial to manage expectations.
Include local payment gateways such as OPay, PalmPay, Flutterwave, and bank transfers.
Ensure quick delivery options (e.g., same-day or next-day) for major cities like Lagos, Abuja, and Port Harcourt. Clear delivery timelines are crucial to manage expectations.
4. Trust-Building and Social Proof
4. Trust-Building and Social Proof
Showcase customer reviews from Nigerian users, along with social media posts and testimonials from popular local influencers and celebrities to increase trust.
Collaborate with Nigerian fashion influencers who resonate with the target audience to showcase BoohooMAN's clothing in a Nigerian context.
Showcase customer reviews from Nigerian users, along with social media posts and testimonials from popular local influencers and celebrities to increase trust.
Collaborate with Nigerian fashion influencers who resonate with the target audience to showcase BoohooMAN's clothing in a Nigerian context.
5. Seamless Checkout
5. Seamless Checkout
Ensure a smooth, intuitive checkout process with the option for Naira pricing at every step.
Use familiar payment methods and avoid unfamiliar gateways like Shop Pay unless they are adapted for the Nigerian market.
Ensure a smooth, intuitive checkout process with the option for Naira pricing at every step.
Use familiar payment methods and avoid unfamiliar gateways like Shop Pay unless they are adapted for the Nigerian market.
Cultural Alignment
Cultural Alignment
Cultural Alignment
Cultural Alignment
Cultural Alignment
To capture the essence of Nigerian youth culture, we incorporated vibrant, bold colors such as brown, white, and black to evoke energy and excitement. The typography was chosen to reflect the dynamic and youthful nature of the target audience, with a modern sans-serif typeface that feels both accessible and stylish.
To capture the essence of Nigerian youth culture, we incorporated vibrant, bold colors such as brown, white, and black to evoke energy and excitement. The typography was chosen to reflect the dynamic and youthful nature of the target audience, with a modern sans-serif typeface that feels both accessible and stylish.
Trust-Building and Social Proof
Trust-Building and Social Proof
Trust-Building and Social Proof
Trust-Building and Social Proof
Trust-Building and Social Proof
On the homepage, we featured local influencers and fashion icons wearing BoohooMAN products, showcasing how the brand fits into the Nigerian lifestyle. This helped to create a sense of relatability and aspiration among Nigerian users.
On the homepage, we featured local influencers and fashion icons wearing BoohooMAN products, showcasing how the brand fits into the Nigerian lifestyle. This helped to create a sense of relatability and aspiration among Nigerian users.
Intuitive Category & Product Pages for Easy Shopping
Intuitive Category & Product Pages for Easy Shopping
Intuitive Category & Product Pages for Easy Shopping
Intuitive Category & Product Pages for Easy Shopping
Intuitive Category & Product Pages for Easy Shopping
The category pages were designed with a grid layout, optimized for quick browsing and easy filtering by size, color, and trend. On product detail pages, we prioritized large images to showcase product details, while ensuring a mobile-friendly design for the growing number of mobile-first users in Nigeria.
The category pages were designed with a grid layout, optimized for quick browsing and easy filtering by size, color, and trend. On product detail pages, we prioritized large images to showcase product details, while ensuring a mobile-friendly design for the growing number of mobile-first users in Nigeria.
Checkout Proccess
Checkout Proccess
Checkout Proccess
Checkout Proccess
Checkout Proccess
For the checkout process, we simplified the flow into two clear steps, ensuring that users could quickly move from cart to purchase, without friction. We also incorporated localized payment methods like OPay, Palmpay, and bank transfer to create a seamless, familiar experience for Nigerian users.
For the checkout process, we simplified the flow into two clear steps, ensuring that users could quickly move from cart to purchase, without friction. We also incorporated localized payment methods like OPay, Palmpay, and bank transfer to create a seamless, familiar experience for Nigerian users.
Language and Communication
Language and Communication
Language and Communication
Language and Communication
Language and Communication
We used simple, conversational language in product descriptions and marketing copy. This helped make the site feel more local and relatable to Nigerian shoppers and also we engaged our audience with catchy collection names like "Most Bought Pieces" and "As Seen On The Community.
We used simple, conversational language in product descriptions and marketing copy. This helped make the site feel more local and relatable to Nigerian shoppers and also we engaged our audience with catchy collection names like "Most Bought Pieces" and "As Seen On The Community.
User Testing & Feedback
User Testing & Feedback
User Testing & Feedback
User Testing & Feedback
User Testing & Feedback
After testing with a small group of Nigerian users, the feedback was largely positive regarding the design, particularly the localized payment options and the product display. Users appreciated that they could view prices in Naira and access local payment methods such as bank transfer, OPay, and PalmPay. However, we made some changes based on user feedback which was the simplification of the checkout process, where users suggested removing unnecessary fields and streamlining the steps.
After testing with a small group of Nigerian users, the feedback was largely positive regarding the design, particularly the localized payment options and the product display. Users appreciated that they could view prices in Naira and access local payment methods such as bank transfer, OPay, and PalmPay. However, we made some changes based on user feedback which was the simplification of the checkout process, where users suggested removing unnecessary fields and streamlining the steps.
Final Results & Impact
Final Results & Impact
Final Results & Impact
Final Results & Impact
Final Results & Impact
Following the launch of the localized Nigerian website, analytics showed a 75% increase in checkout completion rate within the first two months. The localized payment methods, including OPay and bank transfer, were heavily favored by users, with 50% of purchases coming through these options.
Following the launch of the localized Nigerian website, analytics showed a 75% increase in checkout completion rate within the first two months. The localized payment methods, including OPay and bank transfer, were heavily favored by users, with 50% of purchases coming through these options.
Learnings and Next Steps
Learnings and Next Steps
Learnings and Next Steps
Learnings and Next Steps
Learnings and Next Steps
For future projects, I would ensure to conduct deeper testing with local users before launching and also prioritize post-launch monitoring to catch any unexpected usability issues that might arise once the site goes live in a new market.
For future projects, I would ensure to conduct deeper testing with local users before launching and also prioritize post-launch monitoring to catch any unexpected usability issues that might arise once the site goes live in a new market.