Full Case Study-> https://yivalee.com/axisactive

PROJECT NAME

Axis Active

TIME

Oct 2022 - Mar 2023

ROLE

Contract UI/UX Designer

Team: Brand designer, Product manager, Co-founder

Brand Summary

AXIS, our client and the founder of the brand, new started a pole/ sports wear brand with international partners and connections. They provide products and solutions from conscious makers in South East Asia. They selectively produced sports gear from small local production in Thailand and Bali. Using recycled and natural materials with ethical manufacturing. They are seeking a website to show their active lifestyle and products for the customers.

The Problem

There are not many easy-access websites that sell pole wear because it's a niche market with limited product functionality and distribution challenges. Pole dancing is a relatively new sport, some people may not be aware of the need for specialized clothing. Many people buy products from their dance studios or events. This make it more difficult for businesses to sell their products online.

Project Objectives

Design a responsive Shopify website from scratch to align with the brand identity, seamless buying experience that fit potential clients’ needs.

Research Goal

Identify and analyse competitors who provide pole dance information.

What are some of their pain points?



Understand who are the potential customers?

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The Business Analysis+ Interviews

Limited functionality in the current market

Base on my analysis and interviews, the current market has limited product functionality. Because pole wear is often produced in smaller quantities compared to other types of clothing, as it requires specialized materials and production techniques. Many pole wear brands prioritize aesthetic over functionality. Using unsuitable fabrics that tear easily or become uncomfortable with extended use, leading to injuries and discomfort.

Competition Overview

Competitor’s website analysis

Positioning matrix

"I got friction burns once because of the low quality wear I bought online, it looks nice but they didn’t design properly.”

~ female, 24, actress

"I don’t like when people talk about pole dance, they always think it’s something sexy or sexual. "

~female, 35, dancer

User Interviews + Insight

Distribution challenges in the pole wear industry: 

Most of people find pole wear products from dance studios

I conducted interviews with a total of 8 participants between the ages of 18 and 50, who are familiar with online shopping and pole dance, to identify their needs and pain points. The varied from student, dance lover, to professional teacher. The result says users usually buy products that have partnership from their pole dance studio. Because they trust “word of mouth” and prefer not taking risk of buying online.

"I have bought a set online, I couldn’t see the product in person and found out the material wasn’t suitable for pole dance. "

~ female, 30, dancer

"I’m new in this field, so I don’t know much knowledge or what wear I need to buy, mostly I ask my teacher for recommendation."

~ female, 22, photography student

"I have partnership with a brand, they usually give us discount. I have tried and it’s working well so far. "

~female, 41, pole dance teacher

> My study showed that users don’t like to do online shopping. Due to the lack of trust about the products and limited functionality.

The solution

Prototyping

The final Figma screens

Key Takeaways

I'm feeling so grateful for AXIS giving me the opportunity to work on this project with their team! 🌺 Designing an e-commerce website was not particularly difficult. However, the most challenging part was understanding the needs of both users and businesses. Additionally, as AXIS is a startup brand, they're responsible for managing production, photo shoots, design, and marketing simultaneously. This made it challenging for me to organise the website sections without the resources and transform it to Shopify.

While the products are not finished, the official website is not online yet. I'll need to focus on iteration, testing, and improvement in the next steps.

• Teamwork is important! Throughout the project, I've learned a lot about working together allowed us to share ideas and responsibilities, which helped me to clearly understand my mission. Brainstorming with the team was particularly beneficial as it brought many interesting ideas to the product.

• Experiencing the problem firsthand is the best research. Although I'm not familiar with pole dancing, I took the time to interview studios and enthusiasts in person. This exercise helped me empathize with their needs and better understand what it's like to be a pole dance lover.

Thanks for your reading!