Introduction
Supreme is a streetwear brand that is known for its limited edition apparel and accessories. Supreme has such a passionate and loyal customer base that it is essential that their online experience provides an exceptional user experience. The current state of the Supreme website was assessed through this user experience report that involved a range of research methods, including card sorting, interviews, surveys, personas, competitive analysis, and more. This report details the findings of each method and provides recommendations for improving the overall user experience.
The Supreme website is an essential part of the brand’s strategy, providing customers with access to exclusive products and experiences. However, the online experience is drastically different from the in-store events, where customers line up for hours or even days to purchase the latest drops. Therefore, it is crucial that the website provides a seamless and enjoyable user experience for customers.
To achieve this goal, a wide range of research methods were employed. Card sorting was used to understand how customers group and categorize products, which is essential for designing an intuitive navigation system. Interviews and surveys were conducted to gain insights into customers’ behaviors, attitudes, preferences, and goals. Personas were developed to empathize with customers and design features that meet their needs, and a Competitive analysis was conducted to understand how other streetwear brands provide online experiences that meet their customers’ needs.
By conducting a wide range of research methods, researchers are able to gain a comprehensive understanding of the users. The different methods provided different types of data, which helped identify patterns and trends. For example, several methods all came to the same conclusion, which validated the problems highlighted in the report. It also helped to ensure that the diverse needs of users were met, which is essential for increasing user experience, customer satisfaction, and brand loyalty.
In conclusion, conducting a wide range of research methods is paramount to ensuring an exceptional user experience on the Supreme website. Employing different methods, enables the ability to gain a comprehensive understanding of the users and identify patterns and trends. Recommendations are written throughout this report to give insight into ideas that could help, and some general things to think about while improvements are made.