E-Commerce

Cabi

Cabi, a women’s fashion brand and network marketing company, sells trendy clothing through their suite of digital projects tailor-made for their independent stylists.

Project Type:
UX/UI Design
Marketing
Client:
Cabi
Get In Touch

Cabi, a women’s fashion brand and network marketing company, sells trendy clothing through their suite of digital projects tailor-made for their independent stylists.

Client:
Cabi

Introduction

Cabi had several digital products for women to buy clothes and help their stylists move inventory. However, each individual product had significant user experience issues that kept both personas from accomplishing their goals.

The Challenge

Cabi doesn’t have a storefront location — so their success hinged on their digital business model. If their customers and stylists didn’t have clear-cut avenues for buying and selling, they risked driving their audience away from their brand all together. Without a complete UX overhaul, they were in danger of losing their customer base to other e-commerce competitors.

The Challenge

Cabi doesn’t have a storefront location — so their success hinged on their digital business model. If their customers and stylists didn’t have clear-cut avenues for buying and selling, they risked driving their audience away from their brand all together. Without a complete UX overhaul, they were in danger of losing their customer base to other e-commerce competitors.

The 
Solution

Since cabi had 10+ digital products, we kicked things off with our most expansive UX research project to date. By interviewing internal stakeholders, customers, and stylists, we were able to get to the root of the issues impacting their digital services. We compiled our findings into a presentation showing stakeholders our data and feedback. With this information in-hand, we constructed sample designs to demonstrate how our team would rectify problem areas and to create a moodboard for the 20th anniversary site.
Research
We conducted interviews and unmoderated testing sessions with internal stakeholders, customers, and stylists to diagnose pain points with the current products.
01
We put together a proof of concept to show how we would apply their branding to the improved interface. Then, we used our concept to design the 20th anniversary site.
Design
03
Report
02
We handed our 20th anniversary design off to the development team, documenting each element and interaction for our future overhaul of the rest of the products.
We handed our 20th anniversary design off to the development team, documenting each element and interaction for our future overhaul of the rest of the products.
Development
04

Solution
List

Nailing the 20th anniversary site was paramount for starting our collaboration on the right foot. We wanted to accurately capture the evolution of the brand and incorporate fun time capsule elements for stylists to reflect and celebrate. But above all, the interface had to be easy to navigate — painting a picture of cabi’s commitment to future innovation. By designing an interactive timeline leading to a user poll, we increased interactions on the webpage and gave the user incentives to explore before landing on their sweepstakes. We also helped establish their vision for the future, complete with new digital avenues to simplify the buying and selling process.
Nailing the 20th anniversary site was paramount for starting our collaboration on the right foot. We wanted to accurately capture the evolution of the brand and incorporate fun time capsule elements for stylists to reflect and celebrate. But above all, the interface had to be easy to navigate — painting a picture of cabi’s commitment to future innovation. By designing an interactive timeline leading to a user poll, we increased interactions on the webpage and gave the user incentives to explore before landing on their sweepstakes. We also helped establish their vision for the future, complete with new digital avenues to simplify the buying and selling process.

The
Deliverables

A robust action plan for fixing the user experience issues across their suite of digital products. A proof of concept for applying cabi’s brand to all interfaces. A celebratory 20th anniversary site reflecting cabi’s success in fashion e-commerce.
COVID-19 Screening Flows
Design
COVID-19 Screening Flows
Design
COVID-19 Screening Flows
Design
COVID-19 Screening Flows
Design
COVID-19 Screening Flows
Design
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The 
Deliverables

A robust action plan for fixing the user experience issues across their suite of digital products. A proof of concept for applying cabi’s brand to all interfaces. A celebratory 20th anniversary site reflecting cabi’s success in fashion e-commerce.
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Interview stakeholders, customers, and stylists to diagnose pain points.
Evaluate the existing product suite according to best practices.
Refresh the user experience for each product and apply branding.
Develop the designs into a live product and document all interactions.
The cabi project was a prime opportunity to let our research process shine. We evaluated several products and the people who operate them every day to gain insight into how we could improve the client’s digital business model. With our findings, we were able to construct a data-validated action plan to improve each experience. Using this guide, we created concepts to execute a 20th anniversary site, celebrating the brand’s success and painting a hopeful picture for the future.
Surfing.com was one of our biggest projects to date, and it continues to be ongoing with new features added every day, as well as more content in the form of videos. We continue to improve on speed/load times, as well as the onboarding flow for user profile creation. Our next steps are to create a mobile application.
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Surfing.com was one of our biggest projects to date, and it continues to be ongoing with new features added every day, as well as more content in the form of videos. We continue to improve on speed/load times, as well as the onboarding flow for user profile creation. Our next steps are to create a mobile application. Surfing.com was one of our biggest projects to date, and it continues to be ongoing with new features added every day, as well as more content in the form of videos. We continue to improve on speed/load times, as well as the onboarding flow for user profile creation. Our next steps are to create a mobile application. Surfing.com was one of our biggest projects to date, and it continues to be ongoing with new features added every day, as well as more content in the form of videos. We continue to improve on speed/load times, as well as the onboarding flow for user profile creation.
$12m
Surfing.com was one of our biggest
+23%
Surfing.com was one of our biggest
+50k
Surfing.com was one of our biggest
$12m
Surfing.com was one of our biggest

Client Testimonials

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