INTRODUCTION
Transforming Relove’s shop page to simplify decision making and encourage sustainable shopping.
My Role
The co-founders approached me to re-imagine the Relove shop experience to encourage customers to shop sustainably. The task was to upgrade their Instagram story-style shopping experience into a seamless and frictionless one.
Skills
Information Architecture, Competitor Research, Wire-framing, Prototyping, User Interface Design, Responsive Web Design.
Duration
4 Weeks
Design Lead
Rithvika Reddy
Developer
Aritra Roy
Client
Pratik Gupte
The Problem
The existing shop experience on Relove was inspired by Instagram Stories—a format that worked well for quick engagement but was not optimized for filtering and discovery resulting in drop-off and low conversion.
The Solution
By introducing clear product tagging and enhanced filtering, we created a seamless journey that increases engagement, builds confidence, and encourages sustainable purchasing behavior through transparency.
THE CHALLENGE
Why are Indian customers skeptical of purchasing second-hand and factory reject items?
In India, the pre-loved fashion market is growing, driven by increased environmental consciousness and the affordability of second-hand items. Despite the financial and environmental benefits retention rates are low due to barriers.
Practical Parent
36 / Female
Entrepreneur / Mother
Seeks to buy affordable clothes for her growing kids but is unsure if second hand clothing is clean and well maintained
Trend Seeker
22 / Male
College Student
Keeps up with the latest fashion but has a limited budget as a student. Interested in getting stylish branded clothes at a steal rather than sustainability.
Pain points
Shoppers are inhibited by cultural and psychological barriers, such as the stigma associated with used goods and concerns about quality, hindering widespread adoption.
Price Sensitive
Discounts are a significant motivator for shoppers. Focusing on this can make items more appealing.
Societal Stigma
Second-hand clothing is associated with financial hardship and lack of hygiene, making trust a barrier.
Size & Condition
Shoppers need additional assurance about product quality, size and condition of the listed items
DESIGN PROCESS
The process started with a rough sketch by my client and their auditing their Instagram story-style shopping experience.
My clients shared their vision for the shop page experience through a rough sketch. Building upon their concept, I worked closely with Relove's founders, designers, and developers to align on business objectives and define the information architecture.
I created low-fidelity wireframes based on the above and met with the co-founders every few days to get their insights from user feedback.
DESIGN PROCESS
Revisions based on feedback from the co-founders
After several rounds of back and forth, we made design decisions that made sense from a usability standpoint while advocating for brand compliance and visual appeal.
THE SOLUTION
Bringing it all together and adapting for mobile
I kept things simple with a clean, minimal design that matched Relove's brand style. I adapted everything to work well on mobile devices. Once complete, I organized and delivered all the design files to the development team so they could build the shop page.
REFLECTION
I learned the importance of collaboration and regular communication with cross-functional teams and the power of having a deep understanding of the target user
Collaborating with founders & developers
Working closely with founders and stakeholders ensured that the final design stayed true to Relove’s brand vision while solving real user problems. Regular communication with the other designers and developers helped me test and validate my designs quickly.
Working within a design system
I discovered that keeping the brand consistent isn't just about using the right logos and colors—it's about capturing the special feeling that makes customers recognize and trust ReLove. This connection between design and brand personality was key to creating an authentic experience.
