6th Street
Global UX/UI revamp for 6th Street: Redefining Gen Z fashion in GCC
OVERVIEW
6th Street, owned by Apparel Group LLC, is a leading fashion and lifestyle destination in the GCC, catering specifically to Gen Z's penchant for trendsetting styles. It offers a wide range of shoes, clothing, beauty products, and accessories from over 1200+ global brands, ensuring style and luxury are accessible across the UAE, KSA, Kuwait, Oman, Qatar, and Bahrain.
CHALLENGES
Interface Revamp for Gen Z:
The app needed a significant interface upgrade to attract the Generation Z audience within the lifestyle industry.
Cart Optimization:
Enhancing the cart functionality to promote cross-selling and up-selling was identified
as a key area for improvement.
Improved Search and Browse:
Another challenge was to facilitate product discovery through a more intuitive search and browsing experience.
Aesthetic Appeal and Conversion:
The overarching goal was to create an aesthetically pleasing app optimized for higher conversion rates.
SOLUTIONS
We drove design excellence by collaborating with product managers to deliver high-quality app designs, enabling efficient parallel development through a structured system. Our work extended beyond the app to optimise the e-commerce experience and enhance the influencer platform, ensuring a seamless and consistent user journey across all touchpoints.
Driving Design Excellence: Our Effective Collaboration and Solutions
Synergising with Product Managers:
Collaborated extensively with numerous product managers to better understand user stories and provide high-quality designs for Android and iOS applications.
Streamlining Development:
Created a thorough design structure to allow for parallel sprints for various aspects within the app, assuring a unified and efficient development process.
Optimising Digital Touchpoints
Enhanced both the e-commerce website and influencer platform through optimisation and simplification, ensuring a seamless and consistent user experience across all digital touchpoints.
IMPACT
We collaborated with product management to redesign the 6th Street app interface, ensuring that it reflects Gen Z's style preferences.
By reducing development procedures and optimising the e-commerce website, we improved user experience and accessibility. Furthermore, we transformed digital touchpoints to boost engagement and consistency across platforms.
