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SHEIN
Redesign

"Why is Shein so hard to navigate?"

What is SHEIN.CO.UK?
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SHEIN AUGUST 2022 HOMEPAGE

SHEIN is an online eCommerce store founded in 2008 which has an annual revenue of a 16billion USD. The company sells womens, mens, childrens and home products.

 

SHEIN uses a "fast fashion" business model in which fashion trends are identified and replicated in a short space of time.  

TARGET AUDIENCE

Females aged between 12 – 21

Parents who have children under the age of 15

Project Scope:

BRIEF:

To solve users issue by redesigning “SHEIN.CO.UK"

ROLE:

UX Designer, UI Designer, UX Researcher

METHOD:

The Double Diamond Method

PROJECT DURATION:

3 Weeks. 

1 week research + 2 weeks of design

TOOLS:

Figma, Canva, Freehand

DELIVERABLES:

3 mobile apps and desktop screens. 

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The Process: The Double Diamond Method

DISCOVER

DEFINE

DEVELOP

DELIVER

What are all the needs of my user?

What is the problem?

How many options can I think of to solve this problem?

What is my final solution?

DISCOVER

What are all the needs of my user?

Competitor Analysis

I began by researching SHEIN's direct and indirect competitors. I chose PRETTYLITTETHING and BOOHOO as a direct competitor, and BERSHKA as an indirect competitor.

Screenshot comparisons
Company strengths and weaknesses
Features comparison

** Click to Enlarge **

Competitor Analysis Findings:

I found that Shein didn't have a constant theme or colour throughout their website unlike their competitors even though they have similar target audiences.

 

This caused the website to feel incohesive.

SHEIN uses the most features within its homepage, which causes a cluttered look and disorganised design.

SHEIN is also ranked the lowest in comparison to its competitors on Trustpilot.com with 3.6/5 stars out of 6.544 reviews.

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User Research: Questionnaires

DEFINE

What is the problem?

I conducted a questionnaire which had both open and closed questions, in order to collect data.

My aim was to find the users experience with other online clothing stores for comparison. As well as gain their inital thoughts with SHEIN.CO.UK.

 

To reduce bias, I refrained from leading questions, used neutral wording and ensured all surveys were anonymous. 

Below are findings from a few questions within my questionnaire:

Findings:

Q1 :What is your first action when using an Ecommerce store?

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Q6: When browsing products, what are the most important factors for you? Select 1–3 options.

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Q8: If you answered yes, is there anything that frustrates you when shopping on the SHEIN.CO.UK website?

" Too many options and looks messy"

"Amount of photos per items, it's confusing"

"The constant pop-ups"

"Too many options"

- 4/8 Respondants

Q10: Is there anything you would change to improve SHEIN.COM? 

"The Layout"

"Clearer search names"

"Reduce flashiness and pop-ups"

"Mute the colours"

"The colours of the webiste"

"The order, it's messy"

- 6/8 Respondants

** Click to Enlarge **

Conclusion
  • Users percieve SHEIN as messy and confusing

  • Users believed SHEIN had too many options to browse through

  • The discount/voucher pop ups were distracting

  • Most users browse through the category tabs first

  • "Filter by" and "Product Reviews" are most important factors

User Personas

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Three personas were crafted based off common SHEIN users which I identified by the questionnaire I presented previously.

 

These personas, each of which embodied a typical user goal and needs, highlighted potential problem areas that allowed for improvement in user experience. 

Mind-Mapping

I decided to mind map my ideas for the Shein redesign, with the help of personas and results from user research. I liked using the mind mapping method as it mimics the way our brain strings information together. 

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** Click to Enlarge **

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The Problem:

Users reported that the homepage of SHEIN felt like a large ad—filled with visual clutter and lacking organization.

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Many discounts, all over the page

Cluttered header, with many features 

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Visual mess, due to many colours and lack of theme

Fonts, Copy and Buttons lack brand identity

CTA at bottom of page

SHEIN's Homepage August 2022

The Goal:
 To simplify SHEIN.COM with a clean-cut redesign to improve clarity and functionality. From my research, I found that search options needed to be clearly displayed to create easy navigation.

DEVELOP

How many options can I think of to solve this problem?

Ideation

I sketched 8 different design solutions - each taking one minute to sketch. Below are the results for the homepage, category and product page. These were used for my low fidelity wireframes.

With my mid-fidelity wireframes I focused on which layout was most practical. This is the step where I chose my colour theme and icons.

With my high - fidelity wireframe I fine tuned all my choices from the previous step.

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DELIVER

What is my final solution?

Final Interfaces
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Problem Focus:
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Redesign of SHEIN's "Back to School" Homepage

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Users reported that the homepage felt like a large ad—filled with visual clutter and lacking organisation. 

To alleviate this frustrations, I reduced the amount of adverts and features on the homepage.

I moved all  information about "discounts" and "vouchers" to a scrolling banner at the top of the page, so that users could find all offers in the same place. 

I choose Pink, white and grey for Shein's theme to entice their target audience.

I also created a design guide to keep the style cohesive over all webpages and the app.

Reflection

For this project, I wanted to redesign the current SHEIN website. My focus was to improve the experience of the website rather than designing a completely new interface.

 

I tried to keep the elements of the website that worked well for users while simplifying areas that did not.

I enjoyed working on this case study, as it allowed me to fully delve into the research side of the project which strengthened the ideation process.

 

I think some aspects of my research stages went well, such as my questionnaires and initial background research — however, I would have liked to have a larger size of respondents, but due to the time constraints I had, that wasn’t possible for this project.

 

I would like to use A/B Testing if I had more time or the ability to launch this project. It is important for me to understand and confirm what issues may exist and what is causing users' problems by observing the user's journey.