Bleach USA
Bleach USA
Bleach is a functional e-commerce site with strong potential. In a crowded clothing market, clear layout and compelling content are key to standing out and driving growth.
Bleach is a functional e-commerce site with strong potential. In a crowded clothing market, clear layout and compelling content are key to standing out and driving growth.
Duration: 2 weeks
Duration: 2 weeks
Location: Desktop
Location: Desktop
Role: UX Researcher & Designer
Role: UX Researcher & Designer
Note: This was a conceptual project done in the GA UX/UI bootcamp
Note: This was a conceptual project done in the GA UX/UI bootcamp
Read time: 20 minutes
Read time: 20 minutes
Overview
I conducted a focused 3-week design sprint for Bleach USA, a Dallas-based fashion e-commerce brand. While their existing website was functional, our goal was to identify and address key UX challenges that could hinder their ability to stand out in a saturated fashion market. The initiative was part of a broader effort to support local businesses by elevating their digital presence through strategic UX enhancements.
I conducted a focused 3-week design sprint for Bleach USA, a Dallas-based fashion e-commerce brand. While their existing website was functional, our goal was to identify and address key UX challenges that could hinder their ability to stand out in a saturated fashion market. The initiative was part of a broader effort to support local businesses by elevating their digital presence through strategic UX enhancements.
The Challange
The Challange
Problem
Problem
Users struggle to find essential product information—such as material details, size guides, and model photos—and need a more thoughtfully curated shopping experience. Additionally, a lack of clear navigation and brand transparency makes it difficult for users to connect with the brand's identity and values.
Users struggle to find essential product information—such as material details, size guides, and model photos—and need a more thoughtfully curated shopping experience. Additionally, a lack of clear navigation and brand transparency makes it difficult for users to connect with the brand's identity and values.
Solution
Solution
Redesign the top navigation, layout, and search experience to support a more intuitive and informed shopping process. This includes improved product presentation and clear communication of brand ethics.
Redesign the top navigation, layout, and search experience to support a more intuitive and informed shopping process. This includes improved product presentation and clear communication of brand ethics.
Takeways
The importance of design systems
Creating a design system in the beginning allows myself as a design to not worry about backtracking when moving forward in the design process. Taking time to build the foundation will keep the design leveled, allowing for the creative and analytic process to flow freely
The importance of design systems
The importance of design systems
Creating a design system in the beginning allows myself as a design to not worry about backtracking when moving forward in the design process. Taking time to build the foundation will keep the design leveled, allowing for the creative and analytic process to flow freely.
Creating a design system in the beginning allows myself as a design to not worry about backtracking when moving forward in the design process. Taking time to build the foundation will keep the design leveled, allowing for the creative and analytic process to flow freely
Designing for understanding and growth
Users need both visual and textual information to fully understand and engage with a product or service, especially when it's unfamiliar to them. While there’s often a natural path from casual viewer to paying customer, thoughtful design improvements can accelerate that journey.
By enhancing the user experience, businesses not only build stronger brand identities but also increase user retention, turning one-time visitors into repeat customers. This kind of intentional design strategy helps scale a business from a local presence to a broader, more engaged audience.
Designing for understanding and growth
Users need both visual and textual information to fully understand and engage with a product or service, especially when it's unfamiliar to them. While there’s often a natural path from casual viewer to paying customer, thoughtful design improvements can accelerate that journey.
By enhancing the user experience, businesses not only build stronger brand identities but also increase user retention, turning one-time visitors into repeat customers. This kind of intentional design strategy helps scale a business from a local presence to a broader, more engaged audience.
Research
User Interviews
User Interviews
Conducted 6 interviews with 5 usability test participants to understand shopping behavior, needs, and frustrations.
Conducted 6 interviews with 5 usability test participants to understand shopping behavior, needs, and frustrations.
Age: 28 - 50
Age: 24 - 50
Here’s what users had to say...
Here’s what users had to say...
“Quality of the product is the most important thing to me when buying new clothes.”
“Quality of the product is the most important thing to me when buying new clothes.”
“I don’t like website difficult to use, with poor-quality photos and a confusing layout.”
“I don’t like website difficult to use, with poor-quality photos and a confusing layout.”
“I like when they have the model, and they give the height , weight and what they're wearing in the photo. The visual aspect is better than just a description.”
“I like when they have the model, and they give the height , weight and what they're wearing in the photo. The visual aspect is better than just a description.”
“I prefer a detailed description with size, pictures, and videos when shopping online.”
“I prefer a detailed description with size, pictures, and videos when shopping online.”
Each participant were given a total of 3 tasks to complete. All task were given 1 at time, so that user was given ample time to complete each task.
Find an item on sale.
Find a bag or an accessory
Find the search button and find “xyz”
Each participant were given a total of 3 tasks to complete. All task were given 1 at time, so that user was given ample time to complete each task.
Find an item on sale.
Find a bag or an accessory
Find the search button and find “xyz”
Each participant were given a total of 3 tasks to complete. All task were given 1 at time, so that user was given ample time to complete each task.
Find an item on sale.
Find a bag or an accessory
Find the search button and find “xyz”
100%
of users requested additional navigation tabs (e.g., Sale, Accessories).
100%
of users requested additional navigation tabs (e.g., Sale, Accessories).
66%
of users failed the expected task flow.
66%
of users failed the expected task flow.
100%
were unable to locate the search functionality.
100%
were unable to locate the search functionality.
Benchmarked key e-commerce platforms to assess how product details, filters, and visual content are leveraged to enhance user experience and trust.
Benchmarked key e-commerce platforms to assess how product details, filters, and visual content are leveraged to enhance user experience and trust.
Feature Inventory
Feature Inventory
Model Photos for context of what the product looks like on a person
Model Measurements to understand how the item fits on a particular height.
Detailed descriptions of the item
Size Guide for those who appreciate certain fit
Model Photos for context of what the product looks like on a person
Model Measurements to understand how the item fits on a particular height.
Detailed descriptions of the item
Size Guide for those who appreciate certain fit
Task List
Task List
Shop All
Size Filter
Accessories Tab
Shop All
Size Filter
Accessories Tab
Synthesis
Key participants I interviewed expressed consistent sentiments. Users need key details (material, size guide and model photos) of a product, thoughtfully curated product organization and brand transparency to better understand a brands identity and ethics.
Key participants I interviewed expressed consistent sentiments.
Users need key details (material, size guide and model photos) of a product, thoughtfully curated product organization and brand transparency to better understand a brands identity and ethics.
Integrating ‘Sale’ and ‘Accessories’ into the primary shop navigation improves discoverability and streamlines the browsing experience. Relocating the search function to the top enhances usability by aligning with common user expectations.
Integrating ‘Sale’ and ‘Accessories’ into the primary shop navigation improves discoverability and streamlines the browsing experience. Relocating the search function to the top enhances usability by aligning with common user expectations.
Ideate
WireFlow
WireFlow
The frames above reflect my initial design direction, grounded in user expectations and e-commerce best practices. I addressed key usability pain points identified during research, including accessible size guides, clear product descriptions, intuitive filter options, and strategically button placement — to create a familiar yet polished shopping experience.
The frames above reflect my initial design direction, grounded in user expectations and e-commerce best practices. I addressed key usability pain points identified during research, including accessible size guides, clear product descriptions, intuitive filter options, and strategically button placement — to create a familiar yet polished shopping experience.
Lofi & Testing
Lofi & Testing
Conducting additional rounds of user research helped uncover friction points that could impact the overall experience. No design is flawless from the start, iteration is essential to refining and elevating the user journey.
Conducting additional rounds of user research helped uncover friction points that could impact the overall experience. No design is flawless from the start, iteration is essential to refining and elevating the user journey.
75%
of participants successfully completed tasks.
75%
of participants successfully completed tasks.
25%
encountered issues during the checkout process.
25%
encountered issues during the checkout process.
100%
agreed the design implementations worked.
100%
agreed the design implementations worked.
Design
With these findings in mind, I redesigned areas that needed further improvement while adding features to enhance the search experience.
With these findings in mind, I redesigned areas that needed further improvement while adding features to enhance the search experience.
Added more comprehensive filter options to improve product discovery.
Added more comprehensive filter options to improve product discovery.
Highlighted banner imagery that aligned with the brand’s messaging and visual identity, featuring text pulled from existing product tags.
Highlighted banner imagery that aligned with the brand’s messaging and visual identity, featuring text pulled from existing product tags.
Visual Design
Drawing inspiration from the original home page.
Drawing inspiration from the original home page.
During the first initial usability tests, many of the participants stated they liked the usage of the banner logos on the right, as it gave a little more detail for what the brand is. While there were a total of 5 different images, I used one with text that was similar to a tag used on one of their jackets.
During the first initial usability tests, many of the participants stated they liked the usage of the banner logos on the right, as it gave a little more detail for what the brand is. While there were a total of 5 different images, I used a design with text that was similar to a tag used on their.
Color
#0C0C0C
#D0D1D1
#F9DE30
#9C9D9D
#84A8C9
Text Styles
H1
Header 60 Black
H2
Top Nav Buttons - 26 Libre Franklin (Semibold)
P1
Section Title - 24 Libre Franklin (regular)
P2
Filter Buttons - 20 Libre Franklin (Medium)
P3
Item Text Text - 18 Libre Franklin (regular)
P4
Supporting Text - 16 Libre Franklin (regular)
Next Steps
Next Steps
Add more product photos in individual listings to better communicate fit and quality.
Implement lookbooks for styling inspiration and cross-merchandising.
Develop a cohesive and scalable design system to ensure consistency across pages.
Add more product photos in individual listings to better communicate fit and quality.
Implement lookbooks for styling inspiration and cross-merchandising.
Develop a cohesive and scalable design system to ensure consistency across pages.
For more detailed walkthrough of this case study, contact below!
For more detailed walkthrough of this case study, contact below!