The goal is to design a responsive e-commerce site for European customers that enables a pleasant purchasing experience that feels personal & custom and at the same time becomes the go-to place to look for Sportswear’s inspiration.
Applying the Design Thinking process
We structured our discovery steps according to the Design Thinking process to gain a better understanding of the client, the market, and the user, and be able to offer a much more accurate solution.
Behavioral market segmentation & type of customer
Since we didn’t have enough data on existing EU customers to base our research on, we decided to conduct an analysis of the different types of sportswear shoppers in Europe and segment them to have a better picture of our target customers and their behavior.
We also benchmarked +20 fashion eCommerces across different categories & industries such as Japanese fashion brands, luxury/affordable luxury brands, retailers, and Sportswear fashion brands. This allowed us to have an overview of the features that are currently offered in the European market and the feedback real users have.
PLP level 1 desktop
PLP level 1 mobile
Nav menu mobile