![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/622388ac01d556c37243568f_iykyk%20Logo%20Square.png)
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/623ca69ab900736b6f20098c_Post%201080x1080.png)
IYKYK
A conceptual luxury handbag reseller e-commerce responsive website.
Problem Statement
Take the company, IYKYK, a luxury handbag reseller, online since currently they only have a very outdated informational website that only lists locations, promotions, and a bit of background about the company with a new logo and an e-commerce responsive website where they can sell their products online.
Background
IYKYK started back in 2004 as a consignment and reseller of high-end, luxury handbags and clothing. IYKYK means If You Know You Know, a colloquial expression for those with insider knowledge about a specific thing or experience. IYKYK has 20 brick-and-mortar locations in major US cities.
Objectives & Goals
Design a responsive e-commerce website.
I want to modernize IYKYK with a new clean logo.
I was tasked to design a responsive website for a conceptual e-commerce website.
Design Process
I needed to understand my user and figure out how and why they buy pre-owned luxury items.
Research
Research Process
- Determine what motivates a used luxury handbag purchase.
- Identify the methods of luxury bags reselling.
- Understand the process of choosing which reseller to purchase from.
- Learn if there are any concerns with resale authenticity.
Methodology
- Comparative and competitive research to see how our competitors resell luxury bags
- User interviews to hear from users first-hand their stories of how they buy used luxury goods on or offline.
- Survey online luxury bag shoppersImmerse myself in the online luxury resale experience and record my experience from start to finish=
Assumptions & Risks
- We might have trouble finding people who buy luxury bags.
- We also may have problems finding people who have purchased a used luxury bag. Using a snowball recruiting method can help mitigate these risks.
- We assume that there is a certain group of luxury consumer who values high-end designer bags, as evident from the long lines outside of Louis Vuitton stores. These people are our primary target audience.
Competitors Analysis
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/6223b195d0dea82c889f439d_Orlando%20Hotels.com.png)
I compared the most popular hotel booking websites on their strengths, weaknesses, and special features. I found that most sites had a loyalty or rewards program. They all also did other travel bookings in addition to hotels, such as private rentals and car rentals.
Interviews
I interviewed six people. I was able to interview them in person and Zoom.
Information Architecture
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/61e5a4a0d849610860d9037c_Persona%201.png)
I defined my users through the interviews and surveys.
What I know about my users:
- Shops online for most items under $1000
- Shops in-store for higher priced items
- Enjoys the in-store experience and perks (champagne, samples, rapport with Client Advisors, etc.)
- Considers long-term value and resale value when buying luxury items
- Buys bags on vacation or for special events
Sketches
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/61e99712966f3fa9160a8bc0_Book%20mockup%20(1).png)
Interaction Design
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/61e9986fc1c2a21c0c9d49b5_IYKYK%20ID%20Process.png)
Once the initial research had been conducted, it was time to develop a usable site. I had to ideate how the user how navigate the site.
Site Map
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/62054f57e0746c3e4c94d7c7_Site%20Map%20(5)%201.png)
I created site map based on the results of the card sort and the competitive analysis. It helps to give a framework of necessary web pages and flow.
User Flow
I conducted usability testing based on this flow.
Wireframes
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/623caa40fce430515734d0cc_Homepage%20WF.jpg)
UI
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/623cab15784662fc2e7acbd7_Homepage%20WF%20(1).jpg)
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/623cab722b93b71b2df5e7db_IYKYK%20HP.jpg)
Iteration and Implementation
The wireframes were implemented into a high fidelity prototype website to be tested.
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/623cabb0d67a8034228b1d51_Screen%20Shot%202022-01-20%20at%201.17%201.png)
I evaluated the interactions the 4 users have with the limited IYKYK website, identifying currentpain points, potential pain points, and successes of thenavigation, flow, architecture, and design based on the given 3 scenarios.
Affinity Map
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/61e9c2010547267e2dfc8ee3_affinity-map-by-gina-schrandt.png)
Final UI Screens
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/61e5a5bb798c225464ee0f6e_1%20IYKYK%20HP.png)
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/61e5a5d791af4b0ab60ed83c_2%20IYKYK%20Final%20Results%20Page.png)
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/61e5a748a176abea30d646c8_3%20IYKYK%20Brands%20Page.png)
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/61e5a781b087e037e4210c9f_4%20IYKYK%20LV%20Results%20Page.png)
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/61e5a7ac02203103186151d2_7%20IYKYK%20Product%20Page.png)
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/623cac29f7f7a8c4e3421253_8%20IYKYK%20Cart%20Page.png)
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/623cac2ce94de1b34ab3dcb9_9%20IYKYK%20Checkout%20Page.png)
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/623cac2d00502c688b394c67_10%20IYKYK%20Confirmation%20Page.png)
![](https://cdn.prod.website-files.com/61dc54fddc67ea1adac3b906/623cac2ffce430c9bd34e343_11%20IYKYK%20Sign%20Up%20Page.png)
The brand logo evolved from user research, the psychology of colors, and stakeholder preference.
Results & Takeaways
Overall, I found that the users want a safe, easy way to buy used luxury bags online. They want information about long-term value and investment pieces, as well as a luxury feel and experience similar to the in-boutique experience. The users look to resellers for rare or limited-edition items. Most importantly, the users need to feel secure in their purchase and authenticity of items. Reputation of the reseller is important.