Scotch & Soda

Free spirit of Amsterdam
 
 

Client

Scotch & Soda
 

Role

Lead UX specialist with a focus on:

Ideation and Product Planning

UX Design and Prototyping

Conversion Rate Optimization with a focus on e-commerce 

Running A/B Tests

Year

2020-2022

 

e-commerce for the free spirit of Amsterdam

Scotch & Soda celebrates the free spirit of Amsterdam in fashion design. Customers worldwide can reach their favorite styles through 224 freestanding stores in some of the world’s biggest cities (including New York, London, and Paris) and the website and mobile apps.

As a brand, “Scotch and Soda” emphasizes sustainability and ethical supply chains while keeping inclusiveness and diversity at the heart of the design and production process.

As the lead UX specialist and the first dedicated UX expert joining the business, I enjoyed setting up initiatives like “Scotch and Soda Design System,” starting the A/B test frameworks and documentation, and facilitating the design workflow between designers internally.

Setting the pillars: Design System

The design system works as the single source of truth for design dilemmas and flexible yet clear guidelines determining the visuals, motions, and patterns.
Having a design system in place helps designers safeguard consistency through the design process and helps to streamline the designer-developer relationship and bring efficiency to their communication.

Data-driven and user-centered design process

The core of any design process is understanding the user’s needs and requirements and having a holistic view of the customer journey.
Understanding the Why and the Who (we are designing for) is an essential step before jumping to the “What” stage.
Research: qualitative (to understand the reasons and emotions associated with user’s decisions) and quantitive (to see the bigger image and where we need to focus) is the most crucial part of the process but mainly neglected.

Qualitative user research​

Finding the right target group, matching your target audience is the first step in understanding your users.

Scroll heat map

Surveys are completing another piece of the puzzle by providing more data and telling us more about users' needs and concerns.

Diving into the deep sea of data

Google Analytics is the most fundamental analytical tool for websites and mobile apps, providing reliable data and insight into users and how they are interacting with each page and every single step of an eCommerce platform

ContentSquare complements Google Analytics by adding visualization to user journeys and where users are landing and dropping off. This helps us determine the top priorities and how our optimization process can significantly impact the user experience.

The following screens show the click rate, exposure rate, and attractiveness rate of different elements on the page. This helps us design a page based on data and how each element is performing for the business and the user.

CRO and UX: Discovery to delivery

A complete UX design cycle starts with research and understanding the user and the problem. Then, ideation and designing a prototype, testing that, and then applying the feedback generated by that prototype to refine and improve the original idea. The following screens are samples of different prototype screens for different technical issues.

This is an attempt for the optimization of the online return portal, streamlining the user's return process, and reducing the number of clicks needed. (Mobile / Desktop)

Increasing the conversion rate by allowing the user to send the item to a favorite list if they are not interested in purchasing it.

Sticky CTA on mobile and sticky sidebar on desktop, making the add to basket CTA always visible and improving the conversion rate.

© 2009-2024

Linkedin Dribbble Rss