SavANA
Redesign
We redesigned the fashion shopping experience to make online shopping smarter, simpler, and more enjoyable. Guided by user research, the platform addresses common pain points through AI powered personalization and intuitive interactions. Features like virtual try-ons, mood-based discovery, and seamless tracking enhance confidence at every step. The result is a modern, engaging experience that transforms browsing into effortless decision-making.
Online fashion shopping often feels frustrating due to delayed deliveries, unreliable product information, confusing return processes, and limited personalization. These challenges reduce user confidence, make decision-making difficult, and create a disconnected shopping experience.
The Problem
Delivery delays
Orders take weeks to arrive with limited tracking.
Low Product Confidence
Inaccurate sizing, misleading visuals, and unclear reviews.
Complex Returns
Returns and refunds are slow, confusing, and frustrating.
Poor Discovery
Finding relevant products and offers feels overwhelming.
Research
Conducted one-on-one interviews to understand shopping habits, frustrations, and expectations.
User Interviews
Competitor Analysis
Evaluated leading fashion shopping apps to uncover usability gaps, strengths, and opportunities for innovation.
Collected insights from frequent online shoppers to identify common behaviors, preferences, and pain points.
User Surveys
Observed users completing shopping tasks to identify real-world challenges in browsing, filtering, and product discovery.
Observation study
What We Found
We reviewed existing user complaints and pain points across online fashion shopping to understand where current experiences fall short.
Customer Support
Unresponsive support makes resolving issues frustrating.
Product Quality
Users often receive products that don't match their expectations of quality.
Order Communication
Limited updates make users uncertain about their order status.
App Experience
Bugs and crashes can disrupt the shopping journey.
Key Insights
Users need accurate sizing, authentic reviews, and detailed product information before they feel confident enough to buy.
Trust Drives Purchases
01
Clear delivery timelines and real-time tracking reduce uncertainty and improve trust throughout the shopping journey.
Transparency Builds Confidence
02
Users prefer personalized recommendations and mood-based browsing over endless scrolling through products.
Discovery Should Feel Personal
03
A seamless checkout, effortless returns, and responsive support encourage users to complete purchases with confidence.
Simplicity Improves Experience
04
How Might We
"How might we ensure customers feel delighted after
buying through reliable e-commerce service?"
Task Flow
Mapping the key interactions of the new Savana experience, from discovering products to checkout and post-purchase tracking. This helped us structure the experience and identify the screens and interactions needed to support a smoother shopping journey.
Wireframes
Design Solution
We created a clean, cohesive design aligned with Savana’s brand identity, using thoughtful imagery, colors, and typography to inspire trust, comfort, excitement, and customer satisfaction.
User Testing
Users preferred scrolling and liked features such as Fit Board, AI Stylist, Pick a Mood, and Trends. They wanted “For You” and “Bestsellers,” clickable product cards, better sizing information, and a cleaner, more interactive experience.
Users also suggested loyalty rewards, seasonal/adaptable themes, real-user photos, and AI-based body-type and colour analysis. They appreciated the clean layout and live tracking but noted issues with search, Fit Board, small text, and order tracking.
Learnings
User Pain Points
Real complaints reveal where the experience breaks.
Trust & Clarity
Clear information helps users shop confidently.
Personalised Discovery
Relevant experiences make finding products easier.
Test & Iterate
Testing reveals what works and what needs improvement.