Recondition is an eco-friendly clothing line for children. They focus on being zero-waste and recycling wasted textiles into beautiful garments. Not only is their product unique, but they also want a very unique customer experience to build a loyal community.
The owners of the ecommerce store wanted to create and manage a loyalty program, or some other incentive, to build a community around their brand and have repeated purchases.
To do this, they also wanted the customer experience to be great.
Map out the logic for the back-end systems
Integrate the backend with the front end shop
Create a user flow
Map out the customer experience
Make exceptional visuals to represent the brand
The website is breathing and living depending on user purchases
Customers were more incentivised to purchase more products and level up their account
The website has a one of a kind look and has a memorable brand
The business wanted to do something more than just sell zero-waste clothing
The idea was to sew into the clothing different rarity badges depending on people's levels
Customers could level up their depending on how much textile waste they saved from being otherwise thrown away to the landfill
When they levelled up, their next purchase would come with the premium badge of the logo
This is where the process starts - from problem to solution, step by step we go:
While an obvious step, the site-map was necessary to plan out. As I later found out, I missed out on a thank-you page, and a page explaining how the badge level up system works, which I covered in the user flow chart.
The user flow chart is important here as it covers additional ground between what the UX and UI will be, versus the functionality that we need. This was an important element to give to the developer.
The goal of these basic wire fames was to get the copy writing right, and make sure that the user profile structure is easy to follow.
The user level was the most important element of the user profile, so I had to make sure that everything is visible in one view, and explained well.
In order to keep customers loyal, and show the good cause that Reco stands behind, we wanted to create user levels based on textile waste saved.
When making a purchase, a user sees their level increase, giving it a bit of dopamine rush.
With each level up, the customer gets an embroidery on their clothing based on their current level. This gives a further incentive, as the more you buy, the higher status you are in the reco-sphere.
One of the main challenges was the budget limitation.
My client wanted to be hosted on a CMS to easily track and fulfil orders. However, the kind of system they wanted, was a lot to ask to be worked on top of a CMS (which is as closed source).
Once I mapped out all the backend work flows and logic that we needed, a developer was able to action it in Integromat.
The platform is now able to; calculate a user level based on purchases, calculate amount of textile waste saved based on purchase, use user logins and customising profiles, apply the user level to the purchase order to carry out order according to their level.
Every page is designed with very high attention to detail. From the illustration I drew up on the front page, to all the small details in flora around the website, to the hand painted water paints, I put a lot of effort to make sure each page gives off a "WOW" effect and is 100% unique.
The intention was to show the world a website that hasn't been seen before.
Go to the Recondition website to explore more pages.
Despite all the functions as well as the design flair, I had to make sure that finding products is nice and easy.
Since there is only 1 product of a kind at a time, a simple filtration system makes it easier for users to find what they are looking for, since there will be hundreds of unique items.
The Integromat system worked quite slowly, to the point where it could take 30 seconds before a user would see an effect on their level after a purchase.
Users were a little frustrated as they would have enough time to write a message to the owner before they realised the level already updated.
While ideally the system should work fast, I decided to take things into my own hands and manage expectation. This stopped the complaints.
