All About Positive Experience!

E-commerce Mobile-website

Check out the final prototype in Figma.


ARNETTE has the objective to increase its global presence, establishing itself as the main-stream street-style, sustainable and positive brand for generation z. This project has tried to keep the brand promises and be focused on the target group of the brand.

My Role

A part of UX design team:
Research, Interview, User flow and Prototype
Team Members: Yourino, Kristi, Sladjan, Hourieh




It came up that people were often confused when it came to purchase ARNETTE products. Driving users to the ARNETTE e-commerce website has been therefore a key-point in the brand communication. Having an online space where we can tell and describe the collections in greater depth and allows the brand to give the consumer a clearer picture of who is ARNETTE, what is ARNETTE doing and which are the values that inspire and guide ARNETTE.

Research and Findings

Photo by Sayan Ghosh

– Desk research and quantitative data

We have started with a highly intense desk research about the user target, brands objectives and competitors. Here are some of the results:

Gen z are over 40% out of all consumer shopping, but Goal-oriented and don’t surf the web aimlessly. So they sometimes visit ecommerce websites in order to just build a wish lists.

82% trust a company more if it shows images of real customers in its advertising.

72% more likely to buy from a company that contributes to social causes.

73% have willing to pay up to 10% more for sustainability, and 56% might return or exchange a gift which is not sustainable!

Usability testing of competitors
– Interview and qualitative data

After conducting user interviews and usability test with 5 users from the target group, Gen Z, we find out some more qualitative data that help us to empathize more with the user.

The materials are important to mention.

Chatbot should be with some options to choose.

Review basically would be done in extreme situation.

Terms that describe the product should be clear.

People have doubt about the truth of sustainability.

Easy to see Delivery time & Prices.

Monthly paying method is not likeable.

Current packaging is likable.

Customization Virtual Mirror options were really appreciated

Empathize and Define

Based on the ultimate results, we used the tools, such as Persona, User Journey, Value Preposition Canvas, to understand the different types of users more.


User Journey

Value Proposition Canvas


After sessions of brainstorming and design charette, we made a list of features, based on new ideas or competitors best practices.

Site Map

Sketches and Wireframe

Usability Testing

Usability testing session has been conducted remotely with screen sharing, through Teams. In order to preserve the chance of observing the users’ behavior in their own natural setting, the remote sessions have been chosen. Therefore, we had chance to conduct the test with different users based in different locations and with different background. Each test has been observed with 2 different teammates in order to complete the report.

During the test, I have preformed both as interviewer and observer of the test.

Here is 4 different sample of tests:

UX Process