Cindy Yin

Maximize Conversion : Fashion UI

I designed a concept demo prototype in collaboration with Jenn Studio and TFI (Toronto Fashion Incubator). The goal was to showcase best practices for mobile e-commerce storefronts to help aspiring fashion designers and entrepreneurs increase sales on the Shopify platform. My demo app highlighted conversion-boosting features that could be applied directly to their own stores. The project was later presented at Toronto Tech Week.

Role

UX Research

UX/UI Designer

Duration

2 Weeks

Tools

Figma

Team

Cindy Yin (Designer)

Jenn Nguyen (Supervisor)

Allen L (Motion Graphics Designer)

Problem

New and early-stage fashion entrepreneurs often lack UX/UI expertise, leading to confusing storefronts, missed engagement opportunities, and lost sales.

Solution

I designed a mobile-first demo prototype showcasing high-conversion features like streamlined checkout and product visualization, giving fashion entrepreneurs clear strategies to improve user experience and boost sales.

My Contributions

Researched UX trends – Conducted competitive analysis of 70+ fashion brands, supplemented by data from multiple credible e-commerce sources. Organized findings into actionable insights to inform design decisions.
Designed the app prototype – Developed all mockups from scratch with a focus on high-converting features, ensuring an intuitive and effective user experience.
Layout and designed slide deck – Designed a clean, engaging, and easy-to-follow presentation to effectively communicate key insights and design solutions.

01.

Research

02.

Low Fidelity

03.

Testing

04.

Final Design

01. Research

I conducted a competitive analysis of 70+ fashion brands, supported by secondary research from credible e-commerce studies, and incorporated expert insights from Jenn Nguyen (10+ years in fashion e-commerce) to ensure all findings were credible and actionable.

Key Insights

02. Low Fidelity

Based on research, I sketched low-fidelity wireframes with a focus on mobile navigation, clear product displays, and simplified checkout flows

03. Usability Testing & Iteration

Before finalizing the mockups, I conducted a review session with Nenad Mišić (CRO Specialist) and Jenn Nguyen (Founder, Jenn Studio). Both have extensive experience in e-commerce conversion optimization.

04. Final Design

Here are the final high-fidelity mockups, along with selected slides from the webinar presentation that showcased these designs. The screens highlight how research-driven features such as streamlined checkout and detailed product visualization were brought to life in a mobile-first format.

Takeaways

UX Research: Learned how to conduct high-quality secondary UX research by reviewing academic papers and analyzing real-world experiences. Gained valuable insights through mentorship from Jenn, who shared her expertise from working at various e-commerce companies.
E-commerce Design: Learned practical UX/UI strategies that enhance user experience in e-commerce platforms, with a focus on design elements that drive engagement and increase conversion rates.
Client-Centric Design Process: Presented designs to stakeholders (Director of Toronto Fashion Incubator), learned to balance client goals with data-driven design decisions to deliver actionable e-commerce solutions.