Amello Yoga is an e-commerce website that aims to help yogis to look for their best suited yoga apparel.
Product Owner, Web Designer
Figma, Wordpress, Stripe, WooCommerce
As a new yoga apparel brand, Amello Yoga would like to build its own e-commerce website to help build brand awareness and help all yogis to pick their best-suited piece of apparel.
I’m the founder of the brand and I was responsible for the entire website development from end to end!
To produce an mvp the earliest possible for testing the market.
During the first month of launching, online sales had reached $7k;
Number of people subscribing to the newsletter has observed a steady increase of 5% monthly;
Allow to reach beyond the targeted demographic (i.e. Hong Kong), a customer from Taiwan placed an order in the second month that the website was launched.
Time: I would like to test the market as soon as possible, I have set a goal of publishing the website in 1.5 months;
Manpower: Without a background of coding and working as a one man band, I researched about the existing SaaS in the market for building a website (e.g. Square Space, Wix, Wordpress, Shopify, etc.) to compare the usability and level of personalization;
Capital: As the project does not have any source from venture capitalists yet, I would need to pay for the entire set up costs out of my own pocket, I would compare various pricing structure of the available platforms.
I conducted user interviews with numerous ladies who do yoga and purchase yoga apparel regularly to understand better the users’ goals.I then used the card sorting method to evaluate what information / categories should appear on the menu bar.
I would like to give the following vibes to the customers about my brand:
I chose an earth tone to be the overall thematic colour for my brand because it gives a natural and authentic kind of impression.
For the wordmark design, I choose a combination of a formal/official style of typeface and a more informal/unofficial style of typeface to symbolize the Yin Yang style in yoga (i.e. softness and hardness, flexibility and strength, gentleness and principled).
I would like to highlight the design of the menu bar based on the insights gained from the competitor analysis and research that I have done.
I began to sketch ideas on pen and paper and translate the design to a Wordpress site.
Here are the hi-fidelity wireframes I created for the brand’s e-commerce website.
Identify the brand image and tone
Use colour and graphic to communicate with users
E-payment options that fit the use case (e.g. online / offline payment)
Stock management system on the backend of the website (i.e. WooCommerce)
Maintain and update the product page
Gather useful data to continue to further improve the shopping process (e.g. exit rate)
Generate customized icon to strengthen brand development
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