Ui design
UX Design
Optimizing Checkout & Conversion: Vintage India NYC
Streamlining the Shopify path-to-purchase to eliminate friction and boost conversion.
Vintage India NYC
A unified e-commerce experience focused on improving product visualization, sizing confidence, and conversion for ethnic fashion shoppers
Vintage India NYC
A unified e-commerce experience focused on improving product visualization, sizing confidence, and conversion for ethnic fashion shoppers
Vintage India NYC is a U.S.-focused e-commerce brand for Indian ethnic wear, serving customers who may not always be familiar with traditional garments, sizing, or styling. With many handcrafted pieces, the platform needs to provide clear visual and contextual guidance to support confident shopping decisions.
Team: Product Designer (me), Business Owner, Store Manager
Role: Product Design and Shopify Development focused on improving product experience, sizing clarity, checkout flow, and customer engagement
E-commerce UX
Product Design
Conversion Optimization
Visually rich, but lacking purchase confidence
At first glance, Vintage India NYC’s website feels vibrant and culturally expressive. The garments are detailed, handcrafted, and visually appealing. The collection reflects strong identity and craftsmanship.
But when looking deeper into the shopping journey, key gaps emerge. Users struggle to fully understand how garments will look when worn, sizing is not always clear, and support is not available at the right moments.
For a U.S.-based audience, many of whom may not be familiar with traditional ethnic wear these gaps create hesitation and slow down decision-making during purchases.
Limited Product Visualization: Hard to understand fit and styling
Sizing Uncertainty: Unclear size guidance delays decisions
Lack of Timely Support: No help at key decision moments
Checkout Friction: Unclear flow reduces confidence
Vintage India NYC is a U.S.-focused e-commerce brand for Indian ethnic wear, serving customers who may not always be familiar with traditional garments, sizing, or styling. With many handcrafted pieces, the platform needs to provide clear visual and contextual guidance to support confident shopping decisions.
Vintage India NYC is a U.S.-focused e-commerce brand for Indian ethnic wear, serving customers who may not always be familiar with traditional garments, sizing, or styling. With many handcrafted pieces, the platform needs to provide clear visual and contextual guidance to support confident shopping decisions.
Vintage India NYC is a U.S.-focused e-commerce brand for Indian ethnic wear, serving customers who may not always be familiar with traditional garments, sizing, or styling. With many handcrafted pieces, the platform needs to provide clear visual and contextual guidance to support confident shopping decisions.
Team: Product Designer (me), Business Owner, Store Manager
Role: Product Design and Shopify Development focused on improving product experience, sizing clarity, checkout flow, and customer engagement
Team: Product Designer (me), Business Owner, Store Manager
Role: Product Design and Shopify Development focused on improving product experience, sizing clarity, checkout flow, and customer engagement
Team: Product Designer (me), Business Owner, Store Manager
Role: Product Design and Shopify Development focused on improving product experience, sizing clarity, checkout flow, and customer engagement
E-commerce UX
E-commerce UX
E-commerce UX
Product Design
Product Design
Product Design
Conversion Optimization
Conversion Optimization
Conversion Optimization
Visually rich, but lacking purchase confidence
At first glance, Vintage India NYC’s website feels vibrant and culturally expressive. The garments are detailed, handcrafted, and visually appealing. The collection reflects strong identity and craftsmanship.
But when looking deeper into the shopping journey, key gaps emerge. Users struggle to fully understand how garments will look when worn, sizing is not always clear, and support is not available at the right moments.
For a U.S.-based audience, many of whom may not be familiar with traditional ethnic wear these gaps create hesitation and slow down decision-making during purchases.
Visually rich, but lacking purchase confidence
At first glance, Vintage India NYC’s website feels vibrant and culturally expressive. The garments are detailed, handcrafted, and visually appealing. The collection reflects strong identity and craftsmanship.
But when looking deeper into the shopping journey, key gaps emerge. Users struggle to fully understand how garments will look when worn, sizing is not always clear, and support is not available at the right moments.
For a U.S.-based audience, many of whom may not be familiar with traditional ethnic wear these gaps create hesitation and slow down decision-making during purchases.
Visually rich, but lacking purchase confidence
At first glance, Vintage India NYC’s website feels vibrant and culturally expressive. The garments are detailed, handcrafted, and visually appealing. The collection reflects strong identity and craftsmanship.
But when looking deeper into the shopping journey, key gaps emerge. Users struggle to fully understand how garments will look when worn, sizing is not always clear, and support is not available at the right moments.
For a U.S.-based audience, many of whom may not be familiar with traditional ethnic wear these gaps create hesitation and slow down decision-making during purchases.
Limited Product Visualization: Hard to understand fit and styling
Sizing Uncertainty: Unclear size guidance delays decisions
Lack of Timely Support: No help at key decision moments
Checkout Friction: Unclear flow reduces confidence
Limited Product Visualization: Hard to understand fit and styling
Sizing Uncertainty: Unclear size guidance delays decisions
Lack of Timely Support: No help at key decision moments
Checkout Friction: Unclear flow reduces confidence
Limited Product Visualization: Hard to understand fit and styling
Sizing Uncertainty: Unclear size guidance delays decisions
Lack of Timely Support: No help at key decision moments
Checkout Friction: Unclear flow reduces confidence
From Insights to Design Direction
From Insights to Design Direction
How might we reduce hesitation in the buying journey by improving product clarity, sizing understanding, and overall usability?
How might we reduce hesitation in the buying journey by improving product clarity, sizing understanding, and overall usability?
How might we reduce hesitation in the buying journey by improving product clarity, sizing understanding, and overall usability?
Translating insights into design improvements
Translating insights into design improvements
Translating insights into design improvements
Design System
Design System
Wrapping Up
Wrapping Up
By improving product clarity, sizing guidance, support, and checkout, the Vintage India NYC experience became more intuitive and confidence-driven.
Designing for users with varying familiarity around ethnic wear emphasized the need for strong visuals, clear information, and timely support.
This project highlights how thoughtful UX decisions can directly influence user trust and purchasing behavior.
Translating insights into design improvements
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#1C1C1C
#307A07
#CB2B2B
#E32C2B
#ED8A00
#EFEFEF
#FFFFFF
VIEW CART
VIEW CART
ADD TO CART
ADD TO CART
CHECKOUT . PRICE
CHECKOUT . PRICE
By improving product clarity, sizing guidance, support, and checkout, the Vintage India NYC experience became more intuitive and confidence-driven.
Designing for users with varying familiarity around ethnic wear emphasized the need for strong visuals, clear information, and timely support.
This project highlights how thoughtful UX decisions can directly influence user trust and purchasing behavior.
Wrapping Up
By improving product clarity, sizing guidance, support, and checkout, the Vintage India NYC experience became more intuitive and confidence-driven.
Designing for users with varying familiarity around ethnic wear emphasized the need for strong visuals, clear information, and timely support.
This project highlights how thoughtful UX decisions can directly influence user trust and purchasing behavior.