Problem Statement
 
The primary challenges were the website's non-optimal performance and an outdated aesthetic that no longer resonated with the brand's dynamic identity.
 

How might we enhance Dsquared2's website to improve loading speed and modernize its visual design, ensuring a seamless and engaging user experience that aligns with the brand's bold and contemporary image?


My Role
 

My role and mission as a UX Designer on the project was to ensure the client and their website users get an intuitive, easy to use and unique solution that matches their brand's current look and feel.
 

At the same time, the high quality User Experience that follows the best practices for E-Commerce was a must to ensure the website reflects the brand's high-level standard.

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Process
 

With a tight 5-month timeline for the Minimum Viable Product (MVP) launch, the Design Discovery and Definition phases had to move swiftly. To meet these demands, we adopted an Agile methodology, allowing for iterative development and continuous stakeholder collaboration.
 

Here’s a high-level overview of my process:
 

• Stakeholder Alignment – Engaged with key stakeholders to understand business goals, expectations, and project constraints.
   

• Requirements Review – Analyzed existing documentation and artifacts (where available) to establish a foundational understanding.
   

• Heuristic Analysis – Evaluated the brand’s current e-commerce platform to identify usability gaps and opportunities for improvement.
   

• Competitive & User Research – Conducted a thorough competitor analysis and shopper persona research to inform strategic UX decisions.
   

• Workshop Planning & Execution – Designed and facilitated client workshops to gather key requirements within a limited timeframe.
   

• Design Concept Validation – Reviewed initial design concepts created during the sales phase to ensure alignment with usability guidelines and UX best practices.
   

• Wireframing & Prototyping – Developed UX wireframes in Figma, ensuring a clear, structured approach to design execution.
   

• Cross-Functional Collaboration – Worked closely with UI designers, Project Managers, Scrum Masters, Business Analysts, Product Owners, Solution Architects, Developers, and QAs to maintain alignment throughout the project.
   

• Stakeholder Demos – Presented UX solutions to the client, ensuring clarity and gathering feedback for refinements.
   

• Future Improvement Planning – Identified potential enhancements for post-MVP iterations.
  
   

Challenges
 

A key challenge was the tight timeframe for workshop planning and preparation. Given the extensive topics to cover, we had limited time for in-depth pre-session organization. In fast-paced projects like this, adaptability, commitment, and strategic prioritization are crucial. Through dedication, hard work, and sometimes sleepless nights, I ensured thorough preparation to mitigate risks and deliver a seamless execution.

 

Result
 

Despite the demanding two-week preparation period for two intensive 4-hour workshops, the sessions were executed successfully, gathering all necessary requirements for the MVP. All design artifacts were delivered on time, ensuring that stakeholders remained confident in the project's progress and that the development phase stayed on track with the initial timeline.

Visit Dsquared2's Website