Comet
Comet
. overview
. overview
Comet is a D2C sneaker brand launched in 2023, blending streetwear aesthetics with futuristic design. The brand focuses on artist collaborations, exclusive sneaker drops, and a marketplace for preloved sneakers. Our goal was to craft a visually compelling and user-friendly website that enhances product storytelling, streamlines navigation, and optimizes the checkout process.
Comet is a D2C sneaker brand launched in 2023, blending streetwear aesthetics with futuristic design. The brand focuses on artist collaborations, exclusive sneaker drops, and a marketplace for preloved sneakers. Our goal was to craft a visually compelling and user-friendly website that enhances product storytelling, streamlines navigation, and optimizes the checkout process.
. process highlight
. process highlight
Challenge
Challenge
Complex navigation when exploring products.
Lengthy and friction-filled checkout processes.
Lack of engaging storytelling for exclusive drops.
Trust issues with resale marketplaces.
Complex navigation when exploring products.
Lengthy and friction-filled checkout processes.
Lack of engaging storytelling for exclusive drops.
Trust issues with resale marketplaces.
Opportunity
Opportunity
Build a seamless and visually captivating online store.
Improve user experience through research-driven design.
Optimize the checkout process for faster conversions.
Establish WearComet as a premium sneaker brand through strong storytelling and design.
Build a seamless and visually captivating online store.
Improve user experience through research-driven design.
Optimize the checkout process for faster conversions.
Establish WearComet as a premium sneaker brand through strong storytelling and design.
Timeline
Timeline
September 2023
September 2023
Responsibilities
Responsibilities
UX Research
Ideation
Prototyping
Testing
Innovation
Refinement
UX Research
Ideation
Prototyping
Testing
Innovation
Refinement
Disciplines
Disciplines
User Experience Design
User Interface Design
Information Architecture
Interaction Design
Conversion Optimization
Design Strategy
Prototyping
User Experience Design
User Interface Design
Information Architecture
Interaction Design
Conversion Optimization
Design Strategy
Prototyping
Tools
Tools
Figma
Procreate
Miro
Figma
Procreate
Miro
. background
The Process
1
Research
Desk Research
Competitor Analysis
User Survey
User Pain Points
2
Synthesis
User Persona
3
Ideation
Solution Development
Moodboard
Major Improvments
4
Final Design
Final UI
5
Reflections
Post Design Outcome
Conclusion
. research
. research
Desk Research
Desk Research
We conducted extensive research to understand both user expectations and market trends.
We conducted extensive research to understand both user expectations and market trends.
Aspect
Navigation
Checkout
Storytelling
Resale Marketplace
User’s Perspective
User’s Perspective
Wants fast, easy browsing
Prefers minimal steps & saved details
Values artist collaborations & exclusivity
Concerned about authenticity
Wants fast, easy browsing
Prefers minimal steps & saved details
Values artist collaborations & exclusivity
Concerned about authenticity
Brand’s Perspective
Brand’s Perspective
Needs a structured, scalable system
Seeks to reduce cart abandonment
Wants to reinforce brand identity
Aims to create a trusted resale space
Needs a structured, scalable system
Seeks to reduce cart abandonment
Wants to reinforce brand identity
Aims to create a trusted resale space
Solution → A website revamp that balances user needs with business goals.
Solution → A website revamp that balances user needs with business goals.
. research
. research
Competitor Analysis
Competitor Analysis
Although Comet is building a unique presence in the sneaker space, we wanted to take a closer look at how other footwear and lifestyle brands are engaging their audiences online. By studying competitors who blend fashion, culture, and functionality—whether through limited drops, community-led campaigns, or strong visual storytelling—we identified what resonates with users and where Comet can set itself apart in both experience and identity.
Although Comet is building a unique presence in the sneaker space, we wanted to take a closer look at how other footwear and lifestyle brands are engaging their audiences online. By studying competitors who blend fashion, culture, and functionality—whether through limited drops, community-led campaigns, or strong visual storytelling—we identified what resonates with users and where Comet can set itself apart in both experience and identity.
Takeaway: WearComet needed to balance storytelling, ease of use, and conversion-driven design while differentiating itself through exclusivity and resale trust.
Takeaway: WearComet needed to balance storytelling, ease of use, and conversion-driven design while differentiating itself through exclusivity and resale trust.
. research
. research
User Surveys
User Surveys
To better understand the preferences, behaviors, and expectations of our target audience, we conducted a user survey focused on sneaker usage and purchase patterns. This helped us uncover key insights around buying triggers, style preferences, comfort expectations, and emotional drivers—laying the groundwork for Comet’s product and UX decisions.
To better understand the preferences, behaviors, and expectations of our target audience, we conducted a user survey focused on sneaker usage and purchase patterns. This helped us uncover key insights around buying triggers, style preferences, comfort expectations, and emotional drivers—laying the groundwork for Comet’s product and UX decisions.
. research
User Pain Points
User Pain Points
68% found navigation confusing.
52% abandoned carts due to a lengthy checkout.
76% valued artist collaborations but felt storytelling was lacking.
61% had trust concerns with resale marketplaces.
-Key Fixes:
68% found navigation confusing.
52% abandoned carts due to a lengthy checkout.
76% valued artist collaborations but felt storytelling was lacking.
61% had trust concerns with resale marketplaces.
-Key Fixes:
. synthesis
. synthesis
User Persona
User Persona
To design an experience aligned with Comet’s audience, we crafted a user persona based on real insights from user surveys, pain point analysis, and competitor research. This persona captures our ideal customer’s needs and behaviors, guiding us to create a sneaker experience that’s bold, expressive, and seamless.
To design an experience aligned with Comet’s audience, we crafted a user persona based on real insights from user surveys, pain point analysis, and competitor research. This persona captures our ideal customer’s needs and behaviors, guiding us to create a sneaker experience that’s bold, expressive, and seamless.
. ideation
. ideation
Developing a Solution
Developing a Solution
Redesign Goals:
Streamline navigation for effortless browsing. (Hick’s Law: Minimize choices for faster decision-making.)
Enhance storytelling with immersive visuals. (Gestalt Principle: Creating strong visual hierarchy.)
Optimize checkout for a frictionless experience. (Jakob’s Law: Users expect familiar patterns.)
Create a scalable design system reflecting WearComet’s identity.
Redesign Goals:
Streamline navigation for effortless browsing.
(Hick’s Law: Minimize choices for faster decision-making.)
Enhance storytelling with immersive visuals.
(Gestalt Principle: Creating strong visual hierarchy.)
Optimize checkout for a frictionless experience.
(Jakob’s Law: Users expect familiar patterns.)
Create a scalable design system reflecting WearComet’s identity.
Moodboard & UI Inspiration
We curated inspiration from streetwear, sci-fi visuals, and high-impact UI trends,
focusing on: Vibrant Colors, Bold Typography, Immersive Imagery
Moodboard & UI Inspiration
We curated inspiration from streetwear, sci-fi visuals, and high-impact UI trends, focusing on:
Vibrant Colors, Bold Typography, Immersive Imagery
. ideation
. ideation
Major Improvements & Design Decisions
Major Improvements & Design Decisions
Navigation:
Redesigned a clean and intuitive menu structure. (Fitts’ Law: Reduce interaction time by placing elements strategically.)
Implemented category-based filtering and predictive search.
Enabled easy switching between sneakers, collections, and the marketplace.
Navigation:
Redesigned a clean and intuitive menu structure.
(Fitts’ Law: Reduce interaction time by placing elements strategically.)
Implemented category-based filtering and predictive search.
Enabled easy switching between sneakers, collections, and the marketplace.
Typography Choices:
Headers: Space Grotesk (Bold, modern, high-impact)
Body: Montserrat (Balanced, readable, contemporary)
Typography Choices:
Headers: Space Grotesk (Bold, modern, high-impact)
Body: Montserrat (Balanced, readable, contemporary)
Checkout: Speed & Efficiency
Streamlined checkout process from 5 steps to 3. (Miller’s Law: Chunking reduces cognitive load.)
Enabled one-click payments & auto-filled shipping details.
Optimized for mobile-first experience.
Checkout: Speed & Efficiency
Streamlined checkout process from 5 steps to 3.
(Miller’s Law: Chunking reduces cognitive load.)
Enabled one-click payments & auto-filled shipping details.
Optimized for mobile-first experience.
Mobile Optimization: Enhancing Accessibility
Designed a smooth mobile experience with:
Optimized scrolling & faster page loads.
Touch-friendly elements & intuitive gestures.
Quick access to important features like exclusive drops.
Mobile Optimization: Enhancing Accessibility
Designed a smooth mobile experience with:
Optimized scrolling & faster page loads.
Touch-friendly elements & intuitive gestures.
Quick access to important features like exclusive drops.
. final designs
. final designs
UI for Launch
UI for Launch
. reflections
Post-Design Outcome
Post-Design Outcome
User Feedback:
Super clean interface & easy navigation!
Loved how fast I could complete a purchase.
Artist collaborations feel more immersive now.
Brand Growth:
Stronger brand perception in the sneaker & streetwear space.
Increased engagement with exclusive drops & artist collaborations.
User Feedback:
Super clean interface & easy navigation!
Loved how fast I could complete a purchase.
Artist collaborations feel more immersive now.
Brand Growth:
Stronger brand perception in the sneaker & streetwear space.
Increased engagement with exclusive drops & artist collaborations.
. reflections
. reflections
Conclusion
Conclusion
By blending bold aesthetics, user-centric navigation, and an efficient checkout system, WearComet’s redesigned website delivers an immersive shopping experience. The project not only improved conversions but also positioned the brand as an industry leader in exclusive sneaker culture.
Future iterations will focus on AI-driven product recommendations, deeper personalization, and interactive storytelling elements.
By blending bold aesthetics, user-centric navigation, and an efficient checkout system, WearComet’s redesigned website delivers an immersive shopping experience. The project not only improved conversions but also positioned the brand as an industry leader in exclusive sneaker culture.
Future iterations will focus on AI-driven product recommendations, deeper personalization, and interactive storytelling elements.