Mac Duggal
Client
Mac Duggal
Duration
5x(2-Week Design Sprint)
Focus
Optimize the Core User Flow → Checkout · Homepage · Subscription · Mobile UX
The goal was simple: remove user friction, and increase Average Order Value with our UX work.
- The luxury price point made users fear making the wrong choice.
- Catalog layout didn’t reflect the brand’s storytelling potential.
- Visitors lacked clarity around fit, styling, and delivery — leading to drop-offs.
- Product pages weren't answering core emotional objections.
- Checkout caused uncertainty when clarity mattered most.
Intent-Based Navigation That Mirrors How Customers Actually Shop
Customers don’t browse dresses - they shop for a moment, an event, a feeling. The navigation now aligns with that intent instantly, guiding shoppers to the right category without cognitive load. This reduces friction and sharply increases the rate of “first click → relevant product.”
Discovery That Creates Emotional Attachment, Not Just Browsing
We shifted from a static catalog to an editorial discovery flow built around trends, moods, and occasions. This gives shoppers a reason to explore, compare, and imagine themselves in the product - leading to longer sessions and more add-to-cart actions. Emotion becomes the bridge between interest and conversion.
Every step was stripped down to its essentials, removing anything that could spark doubt or slow momentum.
The result is a checkout experience that feels fast, transparent, and calm - letting customers finish their purchase without a single moment of friction.
Checkout Built for Clarity, Not Guesswork
The new checkout removes all last-minute anxiety around duties, returns, and delivery timing.
Every cost and timeline is transparent, so customers never fear a surprise after clicking “Place Order.” This directly reduces cart abandonment and increases completed payments.
Shoppers see curated pairings that feel natural - complementary silhouettes, accessories, and event-appropriate looks.
Nothing feels forced because recommendations are tied to intent, not upsell pressure. When relevance increases, customers willingly spend more.
Retention That Feels Personal, Not Automated
Wishlists, event-date reminders, and tailored recommendations turn the brand into a stylist rather than a shop.
Customers return because the experience feels crafted around their tastes and their upcoming moments. This transforms one-time buyers into recurring, high-LTV clients.
Dress shopping is high-stakes; uncertainty kills conversions.We added fit information, model height, movement shots, and fabric texture details so customers know exactly what they’re buying.
This eliminates hesitation and turns more PDP views into confident purchases.
Designing the Yes-Moment
This is the instant where emotion, clarity, and trust align - the point at which hesitation dissolves and the customer commits.
We shaped every micro-interaction to support that moment, making the path to “yes” feel natural, confident, and inevitable.
