Skin of the underwear site is the first in the range of skins for online-shopping engine by PinaCart. The task was not only to make a beautiful theme, but also to develop user-friendly interface.
Due to its multiplatformity the online store should perfectly match all screen sizes and all browsers. No matter what device the user has, he can always easily purchase from the shop.
The interface was redundant and included not only necessary modules but everything what was planned to program. It is easily scaled and allows adding or deleting a module at the customer’s request. The shop looks coherent and natural irrespective of the number of its internal modules.
Its design is based on such characteristics as ‘sexual’, ‘calm’, and ‘attractive’. Sexuality often goes together with provocation but to present a mass product it was necessary to smooth off the rough edges and to make it calm and secure.
The Home page provides easy access to the main site sections, tells about current actions and sales. And shows the products, of course.
The main feature of the Home page is the Brand section. It is often important for a shop to show their range of products and reputed brands. The brands catch customers’ attention. Every element is arbitrary inclined.
Adaptive version of the Home page
The Catalogue contains two types of the product view: simple and detailed. It is done for the users to choose if they need extra options (e.g. full description) in the Catalogue. Or it is more convenient to hide them and to show only product views what allow buying quicker.
There is the Filter created to browse within a large number of products. As this is the underwear shopping site the Filter fields were quite peculiar. The user can make a choice of brand, material, size, color and price of the underwear. The price can be fixed and filtered according to the desired price range.
Adaptive version of the Catalogue
The Product page is the product personality. Being at this page the leads should understand at once if they want to buy the product or not. He/she can also learn more about product’s advantages, read other customers’ comments and make sure that his/her decision was right.
At this page we have collected all characteristics of the product and implemented them in such way that you could add or delete one of them harmlessly to the page view and the user’s convenience.
Adaptive version of the Product page
Some times it is necessary for the user to compare the productes. Pina gives such opportunity at the Product Comparison page.
It was an interesting adaptive task to make the table respond to the screen resolution changes. This task was solved by moving the titles from the side column to the inner part of the blocks.
It is no difference whether you are making a landing page or a 50-page shopping site; there should be a stylesheet with all main elements of the site from forms to pop-ups. All interactive objects were provided with scripts to show their interaction with a user.
Unfortunately the Case section can’t include the whole Stylesheet as its length exceeds all reasonable limits.
Is there a user who never took the wrong link while browsing the site? 404 page is usually to cause fear or disregard but not the desire to stay here a bit longer.
But these good girls may persuade a visitor to go back and make a purchase.
The 404 page in the Lingerie skin allows the user to easily continue browsing the site turning to the Menu and Product top-list.
When a boy is said he is going to draw and design a Lingerie site he is happy because there will be pictures of beautiful girls. When a girl is said she is going to draw and design a Lingerie site he is also happy because there will be many pictures of beautiful underwear. And they both will be happy because it is interesting to have an opportunity to design a site from identifying Cooper’s personas to making final mockups and their further alteration after usability testing.
To understand what the users of the Erotic Lingerie Store need and how they are going to work with the site it is necessary to evaluate target audience and to figure out man personas.
When the strategist has made a general description of a target audience you should somehow work with it and create main personas out of general and abstract description. Every persona is a person, the store user, typical representative of the target audience. Every persona has his/her own goals, tasks and problems.
When you have created these personas you write user scripts to describe their actions while working with this or that part of the site. These userscripts are further used to check designer’s decisions and make prototypes.
Vasiliy Pupkin, 30
He has his flat in Moscow. He is married and has a child. Vasiliy wants to make his wife happy by buying her a new bra for their anniversary. He is afraid to go to offline stores where he can be made fun of as he doesn’t know anything about the lady’s stuff, e.g. exact names and sizes. He is aware of his wife’s preferences about the colors and styles but he doesn’t know the names for all these.
- Confused to acquire such intimate things.
- Does not know how to call the things properly.
- Give the opportunity to purchase a gift card so that it would not be necessary for him to sweat and choose the items by himself.
- Make it with a simple product filter so that Vasiliy would not feel inexperienced.
- Make tips for popular products to facilitate his difficult choice.
Maria Shishkina, 31
Doesn’t want to run through the dressing rooms, prefers to buy all at once on the Internet. She likes to see a lot of pictures so that she could evaluate the product. First of all she looks for discounts. She wants to buy lingerie without hunting through shops and chooses the store which offers good quality at a lower price.
- It is not always possible to evaluate the product clearly.
- Lingerie can be expensive.
- Make visual and vivid catalog with several images for each underwear item.
- Put information about current promotions on the Home page of the site.
- Supply a product with information about its discount offer if it has any.
- Add cumulative bonus points so that Maria could regularly make purchases from us.
Kat Semenova, 23
Wants to buy a new erotic lingerie set.
Lives in Moscow, hires a flat. She has a good sense of fashion and wants to buy clothes only from certain brands. Kate is afraid to be out of trend.
Chooses a set to buy at once and looks for the items to ask from her boyfriend in the future.
- Kat needs lingerie from certain brands;
- Kat wants to pick some items right now but to purchase them later;
- Display popular brands on Home page;
- Add a filter option to sort on brands;
- Add a Wish list option so that Kat could share her choices.
After creating main personas and describing functions of the project it is time to make prototypes.