Solution
For the new Tiger Lilly website, we used primary research and a user-centred design (UCD) approach to create an experience that’s both visually appealing and highly functional. Our process began with surveys and interviews to understand the audience’s online shopping preferences, allowing us to build intuitive layouts in low-fidelity wireframes. These wireframes evolved into high-fidelity, interactive prototypes in Figma, where we refined navigation, product displays, and the checkout process. User testing with the Figma prototype provided actionable insights, ensuring a seamless, user-friendly experience.
The final website reflects Tiger Lilly’s brand identity while offering an optimised journey tailored specifically to user needs and behaviours.
Background
Tiger Lily is a South African brand specialising in yoga, athleisure, and activewear. The brand focuses on ethically sourced, high-quality activewear that aligns with the lifestyle of modern women who prioritise health, mindfulness, and an adventurous spirit.
Challenge
Redesign and modernise the website for Tiger Lilly to accommodate male consumers. Implement user-centred design, create a wireframe and mood board, and execute a website prototype that enhances user experience.
