Redesign Littley.in
Littley is a thrift store dedicated to promoting sustainable shopping by offering preloved clothing. The existing website suffered from poor usability, weak visual identity, and a lack of storytelling around its eco-conscious mission.
Objective:
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Improve usability and navigation.
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Strengthen the brand’s sustainability narrative.
Key Deliverables: -
User personas, journey maps, wireframes.
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High-fidelity UI designs and prototypes.
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Usability testing insights and iterative refinements
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Increase trust and conversions for preloved items.
Problem Statement
To redesign the website to enhance user experience, increase engagement, and boost conversion rates for a more sustainable, user-friendly platform for thrift shopping
The current website faces usability issues such as:

1. Cluttered layout and inconsistent design language.
2. Inefficient product categorization and filtering.
3. Lack of clear storytelling about sustainability and ethical shopping.

Research
Interviews:
Conducted interviews with current and potential users to gather insights on their pain points, preferences, and shopping behaviors in the thrift market.​
70%
​of users found the website cluttered and hard to navigate
60%
abandoned carts due to a lengthy checkout process.
Summary
Target Audience:
Environmentally-conscious individuals aged 18–35 interested in affordable and sustainable fashion.
Questions and Key Insights
1. How do you shop for preloved items online?
Insights:
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Most users rely on thrift-specific platforms or Instagram stores for preloved items.
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They prioritize browsing categories like size, brand, or price filters for easy product discovery.
2.What features would make your experience smoother?
Insights:
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Advanced filters (e.g., material, condition, and brand) to quickly find relevant items.
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Real-time stock status and an intuitive wishlist for saving favorite items.
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Clear return/refund policies to build confidence in purchasing preloved items.
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Inventory Confusion: Users struggled to find adult clothing; filters like “Men’s/Women’s” were buried.
3. What values resonate with you when shopping sustainably?
Insights:
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Users resonate with platforms that emphasize environmental impact and ethical sourcing.
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Transparency in sustainability practices, such as the carbon footprint or donation initiatives, enhances trust.
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Authentic storytelling about the journey of preloved items creates a stronger emotional connection.
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Trust Gaps: No clear messaging about item conditions or sustainability for adult shoppers.
Surveys: Online surveys to collect quantitative data on user demographics, shopping frequency, and desired website features.
Insights:
Demographics:
62% aged 25–34 | 68% female.
Shopping Habits:45%
shop monthly | 30% weekly.
Top Motivations: Affordability (78%) |
Sustainability (65%).
Key Frustrations:
Size inconsistency (65%)| Untrustworthy item conditions (58%).

Feature Requests: Advanced filters (82%) | Sustainability stats (75%) | Guest checkout (68%).
Design Solutions: Condition filters | 3-step checkout.
Heuristic Evaluation
Evaluated the current website against Jakob Nielsen’s 10 Usability Heuristics, including:

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Visibility of system status

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Match between system and the real world
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Consistency and standards, etc.


Strengths:
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Niche Focus: Specializes in pre-loved clothing and accessories, catering to environmentally conscious consumers seeking sustainable fashion options
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Prominent product categories.
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Clear Branding: The website emphasizes the thrill of thrifting, appealing to a target audience interested in affordable and unique fashion finds.
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Promotional Offers: Highlights incentives like free jewelry with every purchase, enhancing customer value perception.
Weaknesses:
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Navigation lacks hierarchy and clarity.
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Visual design is outdated and not engaging for a site aimed at products.
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Limited user feedback mechanisms (e.g., reviews, Q&A, or filters for exploration).
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Landing page about the littley is to be updated and make more clearer for the users.
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Limited Product Availability: Currently displays a message stating, "We don’t have any products to show here right now," which can deter potential customers.

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Homepage features overwhelming carousel, unclear CTAs.(which may affect user engagement and conversion rates.)
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Product Pages have Poor image quality, absent size guides.
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Checkout: 5-step process with mandatory account creation.
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Navigation Challenges: The menu structure could be more intuitive; for instance, combining categories like "Her" and "His" under "TOP" and "BOTTOM" may confuse users.
Competitor Analysis
Insights
Unique Positioning: Many competitors focus on fashion; Littley could differentiate by targeting a broader range of pre-loved lifestyle products (e.g., home decor, electronics).
Target Gaps: Explore serving eco-conscious millennials and families, which are underserved in the current competitive landscape.
User Experience Enhancements: Competitors like ReThought emphasize Gen Z trends; Littley could win loyalty with features like personalized recommendations and advanced search filters.
Sustainability Branding: Highlight Littley’s role in reducing waste and promoting sustainable consumption to resonate with the eco-conscious audience.
Inventory Management: Competitors face inventory limitations—Littley could build trust by ensuring consistent availability of quality products.
Opportunities for Differentiation

​Broader Product Range: Expand offerings beyond clothing to include jewellery accessories and home essentials etc.
Focus on Community: Introduce user-generated content like thrift tips, product stories, or styling ideas to foster a community-driven platform.
Pricing Transparency:
Clearly communicate pricing policies and quality checks to build consumer confidence.
Features to Analyze Across Competitors
How Littley Can Outperform Competitors
?​
Homepage Appeal: Use engaging visuals to showcase trending collections and emphasize the eco-conscious mission.
Mobile-First Approach: Prioritize mobile optimization to capture the growing mobile user base effectively.
Enhanced Product Pages: Highlight unique aspects of pre-loved items, such as their history, durability, or sustainability impact.
Compelling Storytelling: Share the journey of thrift products, their impact on reducing waste, and how users contribute to sustainability.
Superior Navigation: Offer intuitive navigation and filters, catering to both new and experienced thrift shoppers.
User Persona
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User Journey
Site map
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Userflow
Information Architecture
