“I want outfits that reflect who I am without screaming for attention.”
“I love minimal aesthetics—it makes browsing feel calm and focused.”
“It’s hard to find inclusive fashion that feels high-end and curated.”
“I hate when I get lost in too many filters or cluttered menus.”
Says
“Will I feel represented on this platform?”
“I hope their sizing and styles are truly inclusive.”
“This site looks clean—hopefully it’s as easy to use as it looks.”
“I want to discover new looks, but still feel in control of my shopping.”
Think
Scrolls through Collections for outfit inspiration
Adds pieces to their profile wishlist for later browsing
Reads the About Us page to understand the brand’s inclusivity mission.
Uses the contact form to ask about sizing or fabric info.
Does
Empowered, seen, and understood.
Calm, focused, and not visually overwhelmed.
Curious to explore more and return later.
Feels
01(A)
Shopping Behaviour -Goal Oriented and Buy what's needed!
02(A)
Shopping Behaviour -Goal Oriented and Buy what's needed!
03(A)
Shopping Behaviour -Goal Oriented and Buy what's needed!
01(R)
Shopping Behaviour -Goal Oriented and Buy what's needed!
02(R)
Shopping Behaviour -Goal Oriented and Buy what's needed!
03(R)
Shopping Behaviour - Exploratory, expressive and Seeks Inspiration!
Ananya
A young professional based in Bengaluru, balancing a fast-paced career with a growing interest in fashion and wellness. She prefers modern silhouettes, clean lines, and minimalist designs that suit both her office culture and social life.
Digital Behavior
Shops primarily on mobile (iOS)
Browses Instagram before shopping—often influenced by reels or stylists.
Prefers sites that load fast and show products in real-world styling
How Fluid Supports Ananya
Minimal interface lets her focus on products, not distractions.
Neutral black & white palette communicates elegance and trust
Collection categories replace overwhelming filters.
Simplified product pages with essential info support fast decisions
Motivations
Efficiency: She wants to find pieces quickly without having to scroll endlessly.
Trust: Brands that offer size clarity, return policies, and genuine reviews earn her loyalty.
Aesthetic: She loves fashion that feels high-end and curated—think Zara, COS, or Urban Suburban aesthetics.
This is your Service description. Use this space to describe what the service entails, benefits for users and any other important information.
QUALITATIVE ANALYSIS
QUANTITATIVE ANALYSIS
This is your Service description. Use this space to describe what the service entails, benefits for users and any other important information.
User Behavior on E-Commerce Platforms
According to Baymard Institute, the average cart abandonment rate is 69.99%.
📌 Insight for Fluid: Prioritize a simplified, minimal checkout process with clear steps and fewer distractions, adding not more then 10 items.
55% of users spend less than 15 seconds on a homepage if the visual hierarchy isn’t clear (Statista, 2024).
📌 Fluid Response: A bold hero sectio
User Interface Preferences
64% of users say they are more likely to trust a brand that uses a clean, minimal layout (GoodFirms UX survey, 2023).
📌 Insight: Fluid’s black-and-white design isn’t just stylistic—it’s strategic for building trust and reducing cognitive load.
48% of users leave a website if the content is not visually digestible within 10 seconds (Adobe UX report).
📌 Fluid Response: By eliminating excess copy and keeping product presentation bold and visual, we retain user focus.
Inclusivity & Shopping Behavior
A 2023 Deloitte report showed that 57% of Gen Z in India are more likely to shop from brands that reflect inclusivity and diversity.
📌 Insight: Gender-neutral collections, inclusive models, and non-binary filters enhance Fluid’s relevance to Gen Z and LGBTQ+ users.
LGBTQ+ consumers globally show more brand loyalty when they feel represented — up to 73% will return if they feel respected (Out Leadership, 2022).
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USER REQUIREMENTS
(secondary Insights)
DESIGN PROCESS
WIREFRAMES
PROTOTYPE
A sleek, monochrome website and mobile experience designed for a chic clothing brand — using only black and white to highlight clarity, contrast, and elegance. The project includes 6 fully designed pages with interactive prototypes built in Figma, demonstrating how minimalism can still drive engagement.
Project Brief
To break away from the trend of over-stylized fashion websites by proving that pure monochrome UI can be just as emotionally engaging, intuitive, and conversion-driven.
Most fashion brand websites rely heavily on vibrant visuals, overwhelming animations, and color-based emotion. This often dilutes usability and distracts from core brand messaging.
The Agenda
Focused entirely on black & white design to shift attention to layout, type, and structure.
Created a bold, editorial-inspired aesthetic that matches the brand’s identity without visual noise.
Used micro-interactions and smooth animations to guide users rather than overwhelm them.
My Solution
Define Research Goals
Trying to understand how users navigate your app, Yes, we're focused on understanding how users naturally flow through Fluid, our black-and-white, minimal e-commerce site. By tracking interactions, we uncover how they explore products within a chic, clutter-free interface. This helps us refine the layout to guide discovery intuitively—without overwhelming visuals. Every click shapes a more seamless, style-forward shopping experience.
Exploring user pain points
Trying to understand how users navigate your app, Yes, we're focused on understanding how users naturally flow through Fluid, our black-and-white, minimal e-commerce site. By tracking interactions, we uncover how they explore products within a chic, clutter-free interface. This helps us refine the layout to guide discovery intuitively—without overwhelming visuals. Every click shapes a more seamless, style-forward shopping experience.
Ruhan Shah
Ruhan is a content creator and fashion enthusiast living in Mumbai. Their wardrobe is an extension of their identity—genderfluid, bold, and expressive. Ruhan values brands that walk the talk when it comes to inclusivity and aesthetics.
Digital Behavior
Active on Instagram and Pinterest.
Shops late at night or during work breaks
Screenshots or saves editorial layouts for style inspiration
How Fluid Supports Ruhan
Gender-neutral product navigation (“Collections” not “Men/Women”)
Inclusive visuals with diverse models and styling
Monochrome design feels modern, fashion-forward, and editorial.
Product copy that avoids binary language—celebrates expression over categories
Motivations
Representation: Ruhan shops from brands that reflect their values and identity.
Self-Expression: Clothing is how they communicate mood, art, and gender fluidity.
Storytelling: They engage deeply with fashion narratives, not just product listings
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Stolzl
The Font
