GOLF WANG

Optimizing the add-to-cart process

OVERVIEW

Problem Discovery

Known for its eye-catching designs and highly coveted fashion collections, Golf Wang is the streetwear label created by multi-Grammy-winning artist Tyler, the Creator. While items can be purchased in flagship stores and at Tyler’s concerts, the website serves as the brand’s primary revenue stream.

However, as I shopped for a gift on the website, I realized that locating key product information — such as price and availability — took multiple steps. This friction caused me to shop elsewhere and highlighted the need for a redesign. By improving the user shopping experience, I believe Golf Wang has the potential to drive higher cart conversions, and ultimately increase revenue.

USER INTERVIEWS

Proving the Hypothesis

To prove my hypothesis that users experience frustration while shopping, I conducted interviews with four participants. I observed their interactions as they browsed for items they were genuinely interested in, noting key pain points that disrupted their shopping experience.

It became clear that users prefer a more informative shopping experience where key details are easily accessible. By improving product visibility and reducing navigation friction, Golf Wang can create a shopping experience that meets user expectations with less steps.

COMPETITIVE ANALYSIS

Evaluating Competitor Strategies

Next, I looked into additional streetwear e-commerce websites to observe how Golf Wang’s competitors provide product detail visibility for their users. Here were my key findings:

1. Competitors displayed the product’s image, name, price, and color options on their product listing pages.

2. Stock levels were presented upfront, preventing users from engaging with out-of-stock products.

THE ISSUE

Hidden product details causes frustration

GolfWang’s shopping experience leaves product details for the user to discover through multiple pages, this frustrates the user and causes them to lose interest.

THE SOLUTON

Display product information upfront

Inform the user of product details upfront 
so that they are able to make shopping decisions that lead to shopping cart completion.

IDEATE

Designing for Clarity

My ideation phase began with empathizing with the users’ needs through this HMW statement:

How might we present product details in a way that helps users confidently complete their purchase?

To guide my sketches, I created a priority feature list based on my research:

This checklist guided my low-fidelity wireframes, ensuring clear product visibility, minimizing navigation, and helping users quickly assess if an item fits their style and budget—without extra clicks.

BUILDING & PROTOTYPING

Refining the Experience

After sketching, I worked on creating high-fidelity wireframes that spoke to each priority feature.

Display Key Product Details Upfront

To include essential details for users early in the shopping journey, I enhanced the product cards on the product listing page by adding the product’s image, name and price. This met user’s expectations of seeing the price of an item while scanning through the website.

Current design:

New design:

Clearly Identify Sold-Out Items

Marking if items are sold out was important to the user because it assisted them in refining their shopping journey. In place of listing the price of an item, I listed items as sold-out allowing users a familiar way to recall details of an item.

Current design:

New design:

Enhance Scannability of Products

The product's color options were designed as a hover feature of the product display cards to leverage familiarity with Golf Wang’s current website design and to design for scannability for users.

Current design:

New design:

Responsive Mobile Design

To ensure a responsive shopping experience, I optimized the mobile design to maintain feature parity with the desktop version. I incorporated color options directly into the product cards, allowing mobile users to easily view and select different variations without extra navigation.

Current design:

New design:

USABILITY TESTING

Implementing User Feedback

After creating my prototypes, I facilitated usability testing with 4 participants. My results highlighted the positive impact of informing the user throughout the shopping process.

However, users revealed key callouts that would enhance the shopping experience further:

FINAL PROTOTYPE

Demonstrating Usability

After implementing the feedback I gained from usability testing, I prototyped my design demonstrating how informing the user with my updated designs impacts the user shopping experience.

KEY TAKEAWAYS

Reflecting on the project

I set out to improve the Golf Wang shopping experience by making product details easier to find, reducing friction, and creating a smoother browsing flow. This project reinforced the importance of designing with clarity and usability in mind, ensuring users can shop with ease.

  • Accessibility matters—clear, visible product details reduce frustration.
  • Small design changes, like improving scannability, can have a big impact for users.
  • Prioritizing the user’s experience leads to both satisfaction and conversions.
  • A seamless shopping flow keeps users engaged and more likely to purchase.
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