Fashion is an industry that offers apparel, accessories, footwear, and dresses. It is an element of a greater culture and society and has a business, artistic, and recreational function. Designers and consumers create fashion trends. Internal factors include the desire for novelty, and external factors include historical events and socio-political changes. Pop idols, music genres, and lifestyle changes have also influenced other trends. There are several segments in the fashion industry, namely luxury or haute couture, ready-to-wear, fast fashion, and sustainable fashion. The COVID-19 pandemic greatly impacted the industry because people had to shop online as stores shut down. A survey conducted in the United States showed that 73% of the respondents expected their shopping habits to change, and 64% said they had already purchased more clothes online. E-commerce has emerged as one of the most important growth drivers for the fashion industry, with progress made in all sub-sectors despite a deceleration. The importance of personalization is high; 43% of products are bought based on recommendations, and 75% of consumers prefer offers targeted to them. China and South Korea are examples of the increasing significance of fashion e-commerce worldwide. Thus, the research on this topic should consider both the consumer and business sides, particularly about new technologies that are likely to affect the industry. Such sites as Facebook Marketplace, which has been growing by 77% monthly, show the growing importance of individualized online shopping. This research investigates the key components of user interface (UI) and user experience (UX) within e-commerce through redesigning the Old Navy website. By applying interaction-focused and usability-driven design standards, this project examines how design trends affect UI-UX, centered particularly on layout, navigation, and visual design. Additionally, by redesigning the outdated Old Navy website into a more user-friendly and intuitive version, with the increasing importance of seamless online interactions, this research highlights design solutions that improve usability and customer satisfaction, addressing the evolving expectations of e-commerce consumers.
La moda è un settore che offre abbigliamento, accessori, calzature e vestiti. È un elemento di una cultura e di una società più ampie e ha una funzione commerciale, artistica e ricreativa. Stilisti e consumatori creano tendenze della moda. I fattori interni includono il desiderio di novità e i fattori esterni includono eventi storici e cambiamenti socio-politici. Idoli pop, generi musicali e cambiamenti nello stile di vita hanno anche influenzato altre tendenze. Ci sono diversi segmenti nel settore della moda, vale a dire lusso o haute couture, prêt-à-porter, fast fashion e moda sostenibile. La pandemia di COVID-19 ha avuto un impatto notevole sul settore in quanto le persone hanno dovuto fare acquisti online poiché i negozi hanno chiuso. Un sondaggio condotto negli Stati Uniti ha mostrato che il 73% degli intervistati si aspettava che le proprie abitudini di acquisto cambiassero e il 64% ha affermato di aver già acquistato più vestiti online. L’e-commerce è emerso come uno dei più importanti motori di crescita per il settore della moda, con progressi compiuti in tutti i sottosettori nonostante vi sia stata una decelerazione. L’importanza della personalizzazione è elevata, il 43% dei prodotti viene acquistato in base alle raccomandazioni e il 75% dei consumatori preferisce le offerte mirate a loro. Cina e Corea del Sud sono esempi della crescente importanza dell’e-commerce di moda nel mondo. Pertanto, la ricerca su questo argomento dovrebbe considerare sia il lato del consumatore che quello aziendale, in particolare le nuove tecnologie che potrebbero influenzare il settore. Siti come Facebook Marketplace, che è cresciuto del 77% al mese, mostrano la crescente importanza dello shopping online personalizzato. Questa ricerca esamina i componenti chiave dell’interfaccia utente (UI) e dell’esperienza utente (UX) all’interno dell’e-commerce attraverso la riprogettazione del sito web di Old Navy. Applicando standard di progettazione incentrati sull’interazione e basati sull’usabilità, questo progetto esamina come le tendenze di progettazione influenzano UI-UX, incentrandosi in particolare su layout, navigazione e design visivo. Inoltre, riprogettando il sito web obsoleto di Old Navy in una versione più intuitiva e user-friendly, con la crescente importanza delle interazioni online senza interruzioni, questa ricerca evidenzia soluzioni di progettazione che migliorano l’usabilità e la soddisfazione del cliente, affrontando le aspettative in evoluzione dei consumatori di e-commerce.
Redesigning Old Navy's B2C E-commerce website for an enhanced user experience in fashion retail
Maher, Fatemeh
2024/2025
Abstract
Fashion is an industry that offers apparel, accessories, footwear, and dresses. It is an element of a greater culture and society and has a business, artistic, and recreational function. Designers and consumers create fashion trends. Internal factors include the desire for novelty, and external factors include historical events and socio-political changes. Pop idols, music genres, and lifestyle changes have also influenced other trends. There are several segments in the fashion industry, namely luxury or haute couture, ready-to-wear, fast fashion, and sustainable fashion. The COVID-19 pandemic greatly impacted the industry because people had to shop online as stores shut down. A survey conducted in the United States showed that 73% of the respondents expected their shopping habits to change, and 64% said they had already purchased more clothes online. E-commerce has emerged as one of the most important growth drivers for the fashion industry, with progress made in all sub-sectors despite a deceleration. The importance of personalization is high; 43% of products are bought based on recommendations, and 75% of consumers prefer offers targeted to them. China and South Korea are examples of the increasing significance of fashion e-commerce worldwide. Thus, the research on this topic should consider both the consumer and business sides, particularly about new technologies that are likely to affect the industry. Such sites as Facebook Marketplace, which has been growing by 77% monthly, show the growing importance of individualized online shopping. This research investigates the key components of user interface (UI) and user experience (UX) within e-commerce through redesigning the Old Navy website. By applying interaction-focused and usability-driven design standards, this project examines how design trends affect UI-UX, centered particularly on layout, navigation, and visual design. Additionally, by redesigning the outdated Old Navy website into a more user-friendly and intuitive version, with the increasing importance of seamless online interactions, this research highlights design solutions that improve usability and customer satisfaction, addressing the evolving expectations of e-commerce consumers.| File | Dimensione | Formato | |
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Redesigning Old Navy’s B2C E-commerce Website- Fatemeh Maher ( reviewed) final.pdf
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https://hdl.handle.net/10589/246168