SOLECIT
E-Commerce Web Redesign + Digital Marketing Strategy Design
SOLECIT is a digital styling and acquisition platform designed to help users build and buy unique outfits centered around the footwear they love.
CATEGORY
ROLE
DURATION
SKILLS
TOOLS
UI/UX
Web Design
Social Media/Brand Strategy
Digital Marketing
UX Designer
Marketing Strategist
Team Coordinator
Sep - Dec 2023
UI/UX Design
Web Prototyping
Social Media Marketing
Marketing Campaign Design
PROJECT OVERVIEW
Deliverables
UI/UX Team
Social Media Team
- Brand Discovery
- User Personas
- Problem Identification
- Sitemap
- Information Structure
- User Flow
- High Fidelity Wireframes
- Brand Discovery
- User Personas
- Social Media Performance Audit
- Social Media Content Strategy
- Moodboard Collection
- Content Examples
- Social Media Marketing Campaign
Design Process
Research -
Brand Discovery
Research -
Social Media Audit
Design -
Content Strategy
Design -
Marketing Campaign
Ideate -
Idea Collection
Research -
Problem Identification
Define
Design -
Information Architecture
Design -
Wireframes
Background
Transitioning from simple sneaker reselling to a styling and acquisition platform, Solecit was seeking innovative web design and breakthrough social media marketing strategies.
As someone with a background in business and currently studying interactive design, I had the pleasure of joining both the UI/UX team (3 members) and the Social Media team (solo member).
BRAND DISCOVERY
SOLECIT Overview
Misson
Vision
To empower individuals to embrace their unique style through sustainable, high-quality products and exceptional service.
To build a circular platform where users can craft an identity that uniquely expresses themselves, through outfits they love, made from new and pre-owned items, starting with footwear.
SOLECIT is a digital styling and acquisition platform designed to help users build and buy unique outfits centered around the footwear they love.
“Brand Recognition”
Stitch Fix has established a strong brand reputation in the fashion industry.
“Higher Price Point”
Some users may perceive Stitch Fix's prices as relatively high.
“Increased Brand Selection”
Offering a wider range of brands and fashion choices can attract a broader user base.
“Economic Uncertainty”
Economic uncertainty may lead to reduced consumer spending on shopping.
“User Privacy and Data Security”
As personalized recommendations increase, issues related to user data privacy and security become more critical.
“Market Saturation”
The market may become saturated, making growth more challenging.
“Competitive Pressure”
New competitors may continually emerge, increasing market competition.
“Increased Competition”
The fashion industry is highly competitive, with the possibility of more competitors entering the market.
“Expand Brand and Style Choices”
Expanding brand partnerships and fashion choices can attract a wider audience.
“Expansion of Audience”
Solecit can achieve growth by expanding into new markets or broadening its target audience.
“Sustainable Fashion”
Responding to sustainable fashion trends by providing eco-friendly and sustainable fashion options.
“International Market Expansion”
Expanding into international markets can provide growth opportunities.
“Limited Personalization” ThreadBeast's level of personalization may be lower.
“Intense Competition”
The fashion industry faces intense competition, requiring continuous innovation to stay competitive.
“Limited Brand Selection”
Solecit‘s brand choices may be limited, not catering to all fashion enthusiasts.
“Dependency on Style Questionnaires”
The quality of personalized recommendations heavily relies on user responses to style questionnaires, introducing potential inaccuracies.
“Streetwear Focus”
ThreadBeast specializes in streetwear fashion, appealing to a specific fashion-savvy audience.
“Personalized User Experience”
Offering a highly personalized experience and recommendations from professional fashion consultants.
“Subscription Model” Offering subscription services can increase user stickiness and loyalty.
“Social Media Influence”
ThreadBeast has built a strong brand presence on social media, attracting a youthful audience.
“User Loyalty”
Users tend to maintain long-term subscriptions with Stitch Fix, providing predictable revenue.
Strengths
Brands
Weaknesses
Opportunities
Threats
Stitch Fix
Thread Beast
SOLECIT
Competitive Analysis - Brands SWOT Analysis
Target Audience - User Personas
UI/UX DESIGN
RESEARCH
User Interview
Fando & Jason
Si & Siyi
Melody & Cecilia
Problem Identification
Grouped Ideas
Revamp the entire site's information architecture by implementing user-friendly navigation and redesigning the SHOP page to align with the company's updated business model.
Redesign the Homepage to clearly showcase the website's key features and reflect the brand's unique personality.
Enhance the visual design to ensure the website's aesthetics align seamlessly with the brand's values and identity.
Design Goals
01 Revamp Information Architecture & Navigation
02 Redesign Homepage & SHOP Page
03 Enhance the visual design to ensure the website's aesthetics align seamlessly with the brand's values and identity.
How might we craft a digital experience that intuitively guides users through SOLECIT’s evolving story, while seamlessly integrating its core values, personality, and new business vision into every interaction?
Challenge
DEFINE
Information Architecture Designs
Sitemap
Information Structure
Simplified User Flow - for Homepage & Digital Closet
DESIGN
HOME
Features
- Outfit Inspiration
- Top Sellers
- About Us
- Testimonials
- Latest News
Solecit's revenue model focuses on delivering a highly personalized experience and recommendations from professional fashion consultants, with user subscriptions being the primary expected income source, making "Subscribe" the key call-to-action (CTA) on the platform.
SHOP
Features
- Categories
- Special Deals
- New Arrivals
Selling fashion items is another core business of SOLECIT. The SHOP page serves as the main hub for the product menu, offering users a seamless entry point to browse and explore various types of fashion items.
SHOP ALL - Product Listing Page
Features
- Product Preview
- Comprehensive Filter
Since SOLECIT offers a wide range of fashion-related products, we have designed a comprehensive and detailed filter sidebar on this Product Listing page to enhance user experience. Additionally, to facilitate quick previews of product options, key information is displayed when users hover over an item.
Product Details
Features
- Product Details
- Outfit Inspiration
- Related Product Recommendations
On the product details page, we have consolidated comprehensive information about the item, along with related Outfit Inspiration and related product recommendations, to assist users in making more informed purchasing decisions.
Mid-Fi Wireframes
Wireframes
Hi-Fi Wireframes
SOCIAL MEDIA MARKETING
SOCIAL MEDIA AUDIT
Competitive Analysis - Social Media Performance
SWOT Analysis - SOLECIT’s Social Media Strategy
Step1: Platforms Analysis
Visual Focus: Instagram is primarily a visual platform where images and videos take center stage. High-quality visuals are crucial for engagement.
Stories and Reels: Instagram Stories allow for temporary content that disappears after 24 hours, while Reels are short, engaging videos.
Hashtags: Hashtags are widely used on Instagram to categorize content and reach a broader audience.
Diverse Content: Facebook supports various content types, including text posts, images, videos, and articles, making it versatile for brand storytelling.
Groups and Events: Facebook Groups facilitate community building, while Events allow organizing and promoting events.
Advertising: Facebook offers robust advertising tools, allowing precise audience targeting and detailed analytics.
Professional Networking: LinkedIn is a professional platform focused on career development, networking, and industry insights.
Articles: Users can publish long-form articles, showcasing expertise and thought leadership within their industry.
Company Pages: Brands can create dedicated company pages, sharing updates, job postings, and industry-related content.
X(Twitter)
Microblogging: Twitter allows for short-form content with a character limit, making it ideal for quick updates, thoughts, and engaging in discussions.
Retweets and Likes: Users can retweet posts to share with their followers and like posts to show appreciation.
Hashtags: Similar to Instagram, hashtags are used for content categorization and trending topics.
Live streaming related:
But for a fashion-oriented and youthful company like Solecit aiming to engage with users and followers, Instagram and TikTok would indeed be more suitable platforms for live streaming.
Twitter Live and Facebook Live, can be suitable for real-time discussions, interviews, and news updates, making it valuable for a different kind of audience, often interested in timely news and discussions.
SOCIAL MEDIA CONTENT STRATEGY
Step2: Content Strategy
⭐️
X(Twitter)
* Although we have decided on different themes for Solecit to focus on for the different platforms, there is an overall consistency in the tools that can be utilized for marketing and promotion. Therefore most of the content on this page can be considered in conjunction with each other. But still stick to what we discussed before, each platform has to have a different focus.
Step3: Idea Collection & Generation
X(Twitter)
SOCIAL MEDIA MARKETING CAMPAIGN
Let's Collaborate!
Copyright @ 2024 Sammi Tang
