UX means “user experience” and it refers to how people interact with the product, store or even brand. For example, when we go to a physical fashion store, we see the design of the rooms, follow the layout, interact with shopping consultants, cashiers, fitting rooms: and each one of those elements can impact our overall experience.
In order to have a great user experience, you have to deeply understand your target user (the audience you’re created your brand for): or in the case of fashion, a shopper. What do they look for when they visit your store (physical or online)? How do they behave there? What is the context in which they interact with your brand? It is critical to be able to put yourself in their shoes (before they put on yours) and see the overall experience from their eyes.
There will never be a point when you are going to be “done” with UX. It is a never-ending progress: you improve some things, you get new feedback from shoppers, you work on those details, then new feedback comes in and so on. The industry also doesn’t stay in one place: there are going to be new standards, new expected level of service that you will have to provide.
As much as we focus on the shopper, UX is not just about making them feel good. It is also about achieving business goals, so these two things should go in parallel and balance each other. By improving your UX, you make shoppers satisfied with their interaction with the brand, so they come back and purchase more from you, and not your competitors.
If the changes you’re introducing do not impact the business results, that means you’re not paying attention to the right growth areas. There’s usually a lot that can be improved to provide shoppers with the best shopping experience, but you should prioritize the areas that will impact the business the most.
For example, as Easysize’s data shows, not knowing which size they should choose is a big problem for online shoppers, so that is a UX problem that you can solve. But it’s not just about the shopping process easier and smoother: the conversion rate also goes up to +60% when the shoppers are confident in the size they’re buying.
You probably won’t see the changes overnight, or even in a week. Improving UX should be a part of your long-term strategy with regular reviews and updates to the plan. You won’t know what really works for you, so you should start trying different things out and measuring how those changes impact the metric you’re trying to change: be it conversion rate, overall revenue or customer satisfaction.
In fashion people really care about visuals: so a visual appeal becomes a part of the UX for fashion online stores. If your pieces are looking great, but they’re displayed on a clunky, outdated site, that will not satisfy the customers and might even be the reason they leave your store.
Make sure your brand identity is reflected in your design, that shoppers feel “immersed” in the brand. Do you use lighter or darker colors? Are your fonts consistent? Does the copy match the tone of voice that you want your brand to be associated with?
UX might look like an intimidating term at first, but in essence it is something that entrepreneurs have always been working on: making sure the customer has a great experience with the brand and is 100% satisfied with how the purchase went. In e-commerce, where the site becomes the main touchpoint with a shopper and can make it or break it in terms of brand perception, taking care of UX should be on top of the priority list for any brand.
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