RAINS

PROJECT

Full Redesign

DESCRIBTION

LINK

Digital Product Design

www.uk.rains.com/

MY ROLE

Product Designer, UX Researcher

BRIEF

-Full redesign Home page, Product (PDP) and Collection pages are the most important pages for us.

-Mobile and Desktop compatible screens (Responsive)

KEY POINTS

Easy Navigation through the site,

Mobile friendly, User friendly Filter,

Clear Product card, Quick Add To Cart, Modern, Unique, Find Your Size, Clean way of showing Describtion and other details

RESULT

Overall, I am happy with the final outcomes from my research and my final design solutions, as I feel I was able to learn how to design for the user rather than myself, whilst keeping the businesse's needs in mind and without compromising on RAINS’s core values and brand identity.

I enjoyed working on this case study, as it allowed me to fully delve into the research side of things and focus on the UX in detail. I think some aspects of my research stages went well.

Alongside this, key insights into each stage of the method I will be using — the Double Diamond Process, and detail my user research and design process. I will be looking at the RAINS eCommerce website across desktop and mobile, where I will go on to identify pain points that customers are facing and implement design thinking in order to resolve these problems in a way that will meet user needs, but also keep the business needs and objectives in mind.

With a focus on website navigation and product browsing, how might we use design thinking to improve the customer experience in order to help fulfil user needs, as well as make sure the website is aligned with their core values — beauty, clarity, functionality and sustainability?

By highlighting the core value of ‘functionality’ and implementing it into the final design solution, business needs can be met.

Looking at RAINS reviews, and checking live user behaviours and heatmaps it was clear that navigating the website, and product browsing are some of the main issues that customers are having — two key features of the online shopping experience. If designed poorly, this can quickly drive customers away, which is why it is essential to focus on having a simple and easy-to-use website.

ROLE

UX RESEARCH

Research Tools: Google Forms, Invision Freehand, Optimal Workshop

I carried out a red route analysis. This is a research method that enables users to define what they consider to be of value to critical tasks within the user journey. In doing this, I am able to use real customer data to help guide my usability testing and target essential features within the design.

I compiled a list of features from the RAINS. Patagonia, The North Face and ASOS websites that I felt were the most important to a good fashion eCommerce website as well as relevant to this project, before gathering a sample of regular shoppers to rank these features by how often they used them.

Sample details

7 regular online shoppers
Age range: 22–53 years old
Location: UK
Professions: Students, Retail workers, Tech, Healthcare workers

Design tools: Figma, Figma plugins, Pen & Paper

I have created a Design System for the brand with all the details such as drop-down behaviour, errors, CTAs, Product cards, tabs,... .

Inspiration platforms: Awwwards and Behance, Unsplash

WCAG, Accessibility, and Inclusive Design

Throughout the design process, I was careful to keep accessibility guidelines in mind, as accessibility shouldn’t be an afterthought in design.

I used a Figma plugin called Contrast Checker on each frame to make sure that my screens met accessibility standards, as seen below.

Please contact for more details.

USER INTERFACE

NEXT STEP

Get in touch Paria.kiad@gmail.com