Who are these guys, anyway?

Moseley Road, a clothing manufacturer, sought to redefine its brand and user experience to appeal to smaller and emerging fashion brands, particularly in the UK.

In a saturated market of clothing manufacturers, Moseley Road grappled with brand positioning and lacked significant brand awareness. Despite a decade of operations, establishing trust and recognition remained a major challenge.

How might we, improve brand trust and signal our unique value proposition in such a crowded industry?

A bit of desk research

Before diving into designs, I searched through Google to do audience research, competitor analysis, and most importantly, consumer preferences towards clothing manufacturers.

In-depth research revealed that sustainability was a core focus for most customers. Furthermore, a prevalent pain point was the lack of expertise and resources among potential clients to realize their creative concepts.

Furthermore, a major customer pain point was limited production capacity and the inability to meet Minimum Order Quantities (MOQs) posed significant hurdles for emerging boutiques.

Mid Fidelity

Due to the tight timeline, I dove straight into Mid-Fidelity to both ideate and test my designs, giving me a glimpse on how the website and it's interactions would be.

In terms of the actual high fidelities for launch, I conducted user testing throughout the process, paying particular focus on the services section, as the client wanted to ensure the tailored services for smaller and emerging brands were communicated.

Then there were two.

To overcome identified challenges of improving brand trust and ensuring our unique services and value were communicated, two primary solutions were implemented:

"No Minimum Order Quantity" messaging.

The hero section prominently featured "Our Minimum is one." effectively mitigating a significant pain point for potential customers instantly, reducing the adoption barrier and attracting brands with limited production capabilities.

Loading Screen to establish trust

A strategic "loading" screen was designed to subtly reveal Moseley Road's association with Chantuque, it's parent company, a renowned clothing manufacturer, subtly communicating credibility and trustworthiness to the user.

Loading screens aren't always ideal since users have short attention spans and might click away. I aimed to keep the loading time reasonable but planned to test it and monitor bounce rates later.

The results of this will be discussed in the testing section.

I conducted 2 user tests on the services section, an A/B test and a Cloze test, as well as testing the loading screen. This was to ensure the website remained user centric and validate our design solutions, and I also believe revealed valuable insights not just for this project, but for future ones too.

A/B Testing

I had created two different design and interactions on Figma for the services section, to understand which the users preferred and found engaging. One was more text based, and at a glance might provide more information. The second had some interaction design for engagement and interest.

4/5 users noted that the services section with the interaction design, captured and retained their interest for longer. Whereas the design which was simpler, and more "refined", was less interesting and the users felt a higher need to scroll past.

Cloze Test

A Cloze test was conducted on the services section to ensure that the copy was clear, concise, and easily understandable, aligning with users' expectations. Mostly importantly, to see if meaning was understood and retained after reading the services.

From my first freelancing role

As one this was my first job as a freelancer, aside from my UI/UX role, it really taught me how to engage with clients, uncover their needs and goals, and how design can solve those problems.

Furthermore, testing is essential to realign designs when it deviates, removing subconscious bias as a designer, to ensure every design is user-centric.

By adopting a user-centric design approach and integrating solutions to address customer pain points, I was able to successfully help estbalish Moseley Road's brand image, and enhance user experience by increasing brand trust and attracting their target audience.