Allyoucanshirt
This project aimed to address the challenges of an e-commerce site offering customized t-shirts and apparel that was struggling to generate sales. The goal was to identify the reasons for this lack of success and implement solutions to boost sales by improving the user experience and the commercial effectiveness of the site.
Date
April 2023
Role
Web Designer
The challenge
Low Conversion Rate
The existing site was unable to generate sales (starting almost from zero). The customization tool was not intuitive and presented multiple issues, even after personalization and order submission.
Aggressive Competition
The presence of national and international competitors offering more advanced, faster, and cheaper solutions, as well as a lack of positive user reviews and feedback for Allyoucanshirt, posed a significant challenge.
Analysis + Research
- Competitor Analysis: A detailed examination of competitors’ pricing, shipping, and delivery services on both national and international levels.
- UX Analysis of the Existing Site: Evaluation of the site’s customization tool compared to those of competitors.
- User Journey Mapping: Mapping the user journey to identify critical pain points in the customization and purchase flow.
Brand + Marketing
Price Optimization
Adjusting prices to make them more competitive in the market.
Advertising Campaigns
Creating targeted ads to increase visibility and attract new customers.
Special Offers
Introducing special offers and promotions to encourage purchases.
Trustpilot Reviews
Implementing a review system to enhance credibility and customer trust.
Custom Plugin Development
Implementation of a new customization plugin that eliminates blocks, provides margin guides, and offers detailed personalization options. The new tool accurately calculates product costs based on customization details and provides the company with a print-ready file, significantly speeding up the process.
Interface Redesign
Complete overhaul of the site’s interface with a focus on user experience
TakeAways
The “Allyoucanshirt” project led to several improvements, though the desired level of success has yet to be fully achieved:
- Sales Increase: The implemented solutions contributed to generating initial sales.
- Operational Efficiency: Automating cost calculations and generating print-ready files improved operational efficiency.
- Increased Customer Trust: Implementing reviews boosted customer confidence in the site.
- Targeted Audience: Focusing on a specific clientele, primarily Italian and B2B-oriented, contributed to a more effective and targeted marketing strategy.
Despite significant improvements, the project revealed that worldwide competitors remain strong and continue to pose a challenge. Further analysis and optimization will be required to effectively address this competition.
In conclusion, the “Allyoucanshirt” project demonstrated how an integrated approach to UX design and marketing strategies can transform an underperforming e-commerce platform into a more effective and competitive one.
The challenge
The main obstacles were a low conversion rate due to an unintuitive customization tool and strong competition from national and international players with superior solutions. Additionally, negative user reviews hindered trust and credibility.
Analysis & Research
The team conducted a competitor analysis, UX evaluation, and user journey mapping, identifying pain points in the customization and purchase flow.
Improvements
A new customization plugin was introduced, alongside price optimization, a revamped user interface, and trust-building initiatives through reviews.
Outcome
Sales increased, operational efficiency improved, but further refinement is needed to fully compete against global rivals.