Vivek's Portfolio

Understand and empathize with the users of Khadi India to improve and redesign the brand’s current website to enhance the user’s experience. Both primary and secondary data will be collected to identify and understand the problems faced by the users while browsing the website along with UX data collection. The changes will aim towards increasing the website traffic and reduce the dependency on offline stores.

6 Weeks

Timeline

Academic

Type of Project

UX/UI Designer

Role

Khadi India Website Redesign

Behance

2022 Portfolio

The Project Includes

Research

Problem
Statement

Analysis

Sitemap

User Flow

Wireframes

A/B Testing

Primary Data was collected using surveys. The survey included both open and close ended questions. The survey gathered a total of 15 responses from the brand's customers.

Primary Research

Where do you shop for traditional clothes?

Which mode of shopping do you prefer?

Online

Offline

53%

80%

47%

20%

Survey Results

What kind of wear do you like for traditional attire?

Tailored

Readymade

Any

65%

25%

10%

Have you ever shopped from Khadi India’s website?

Yes

90%

10%

Which brand do you prefer for online shopping?

H&M

Zara

Others

50%

30%

20%

Raghav lives in Mumbai. Raghav is currently studying B.Com and working part-time. Raghav is not an avid shopper and likes to shop only when needed. Raghav has recently shopped from Khadi and wants to continue shopping from them. He likes to wear to traditional clothes than western.

• Prefers tailor-made clothes
Quality over economy
Prefers online shopping
Traditional over western

He wants the brand to have an updated website with proper product photography. Wants the tailoring services to be available online. Having an account with the brand would make the process faster as it will save user information.

Bio

Psychographics

Goals

“ I need a website which is up-to-date and represents the product faithfully. A size guide is a must for online shopping”

Frustrations

Pranjal, 21

Mumbai

B.Com

Student

User Persona

The brand website seem obsolte and lack of proper product photography fail to represent the true product. The designs are not properly visible due to the low resoultion of the image. The text size is too small and the typeface is very difficult to read. Lack of categorization makes it difficult and frustrating to find the product.

Location: Home
Devices: Laptop

User Environment

Secondary Research

Secondary research has shown that the website’s traffic is far lower than it’s competitors. The brand’s manufacturing has increased but the sale of products have decreased. The brand hit an all-time low during the pandemic and turned to e-commerce for better sales.

Due to a poor website the brand has to depend on various e-commerce platform. KVIC aims to ramp up its online inventory by gradually increasing the no. of items on a monthly basis.

Global Rank

Country Rank

115,218

6,465

115,218

7,459

Category Rank

Total Visits

00:06:27

7.78

Average Visits

Pages per Visit

40.12%

Bounce Rate

18,767

00:04:43

1,132

3.02M

4.06

42.68%

Global Rank

Category Rank

Average Visits

Country Rank

Total Visits

Pages per Visit

Bounce Rate

37,996

00:03:44

2,678

1.25M

5.06

57.70%

Global Rank

Category Rank

Average Visits

Country Rank

Total Visits

Pages per Visit

Bounce Rate

Most of the websites used by the respondents are similar to each other. They have similar visual design and navigation while Khadi India is entirely different.

Most common problems faced by the users were the choice of typeface, text size, product photography, lack of categorization and size guide and addition of a tailored section. Many of the respondents have bought from Khadi India but hesitate to use the brand’s website for online shopping due it’s obsolete design.

Analysis

Insights

Filters and Sortby Options

Save delivery details & information

Size guides or Charts

Account linked with phone no. and email

Proper categorization of items and dedicated tabs

Proper Product Photography

Text size and Typeface

Tailored
Section

The website lacks in every aspect when compared to other brands. The text, images and overall design does not appeal to the customers. The typeface and it’s size is not legible. Improper product photography fails to capture the true product and confuses the customer. The items are not properly categorized which makes it difficult for the customer to find the item. The different sizes of an item are not accompanied with proper measurements. Filters and refining features are absent. The website seems obsolete.

Problem Statement

Sitemap

Store Locater

Homepage

Customer Service

Chat

FAQ’s

Search Results

Men

Shirt

Modi Jacket

Kurta

Fabric

Details

Cart

Tailored

Men

Women

Orders

Track

View

Cancel

Cart

Checkout

Delivery Details

Place Order

User Flow

Signing in, finding and ordering a kurta

START

Homepage

Men

My Cart

Delivery Details

Enter Details

Add to Cart
Y/N

Checkout
Y/N

Kurta

Choose a
kurta

Blue Kurta Page

Enter Details

Place Order
Y/N

END

Low Fidelity Wireframes

High Fidelity Wireframes

Current Wireframes

#F6C060

Colour Palette

#EAB85E

#F5F5F5

#FFFFFF

#646464

Style Guide

Typefaces

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*()_+-=[]\;’,./{}|:”<>?

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
0123456789!@#$&*()_+-[]\;’,./{}:”?

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*()_+-=[]\;’,./{}|:”<>?

Neue Helvetica Medium

Neue Helvetica Roman

Neue Helvetica Light

Neue Helvetica Bold

Grid

122px

Column Width

12px

Gutter Width

Columns

122px

Linked Left/Right Margins

Heuristic Laws Applied

Visibility of
System Status

Consistency
& Standards

Aesthetic and
Minimal Design

Recognition rather
than Recall

A/B Testing

06/15

09/15

Screen A received a slightly better response than Screen B but had some flaws like the stroke size which was reduced in the final screens of the entire website.