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Microsite

UI/UX Design
Forever 21 website has 4 main categories such as Women, Men, Plus Size, and Kids. Recently, e-commerce consumer's needs and shopping behavior are changing rapidly. Personalized shopping experience is the most notable change in e-commerce. Especially, Plus Size Microsite should be the more aggressive approach to plus size target audience.

Problems

Forever 21's main target audience is Women between 18 and 25 years old. Therefore, most contents are focused on regular size women. Plus size consumer's traffic is increasing and they want to shop in their own pages. Becuase they can't catch the promotion and new products easily on the homepage.

Solution

To focuse on "Personalized Shopping Experience" for plus size consumers and research their shopping behavior. Adding quick navigation to the homepage to go to specific page depending on body shape because body shape is the different shopping behavior for Plus Size consumers. Also, put "Personalized Shopping Experience" on the homepage as well to increase user's returning rate.
Highlighted Works