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Regina Figueroa Bautista

10 Key Principles for Great UX/UI Design in Fashion E-commerce

Biography

My name is Regina Figueroa Bautista, I am student-athlete at TMU, in my fourth year of Professional Communication and member of the TMU Varsity Figure Skating team.

Figure skating has always been my passion, whereas choosing a career path after graduation needed more exploration. It was not until I took an Introduction to UX/UI Design course in my third year that I became certain of my career goals.

My interest in clothing encouraged me to pursue a minor in Fashion, and my passion for fashion design and e-commerce ultimately inspired me to do this research project.

Details of Project

The COVID-19 pandemic accelerated the evolution of e-commerce and UX/UI design. As, lockdowns and health risks made in-person shopping difficult, many consumers started to shop online instead. Through this shift, many learned about the benefits such as, convenience, broader product access, time saving, better prices, and more. Resulting, in e-commerce becoming essential to a business success, leading to the importance of good UX/UI design.

This research focuses on fashion e-commerce and explores 10 key principles that contribute to great UX/UI design. Using a qualitative content analysis method, five fashion brands – Zara, Lululemon, Aritzia, H&M, and Shein, were examined to determine how they adapted to the rapid evolution of e-commerce and UX/UI design. This study also, evaluated which brand applied these key principles and suggest direction for future research.

Lightning talk

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