Image sourced from ONEWAYX's official website.
This project is an end-to-end dashboard design for luxury e-commerce brands to create 3D immersive virtual stores. Currently in development, it aims to transform online shopping into an engaging, interactive experience.
ONEWAYX
Designing a dashboard to simplify 3D virtual store creation for luxury e-commerce brands.
ONEWAYX revolutionizes traditional e-commerce by introducing immersive, AR-based virtual store solutions for luxury brands. Designed to enhance customer engagement and experience, the platform bridges the gap between physical and digital retail, offering interactive shopping environments that boost conversions. With features like visualization tools, conversion management, and customer engagement analytics, ONWAYX empowers brands to create unforgettable shopping journeys. Based in London, the platform is redefining the luxury shopping landscape for the metaverse era.
Shaping the Future of iCommerce
This case study highlights my 11-months journey as a UI/UX designer to create an end-to-end dashboard for luxury e-commerce brands. The focus was on enhancing engagement, experience, and conversions through an intuitive interface, with seamless user flow and easy steps to achieve results quickly—all while ensuring the dashboard aligns with ONEWAYX's vision of accessible, interactive virtual experiences.
Since ONEWAYX is currently in development, some design elements and content have been adjusted to protect proprietary information and ensure compliance with confidentiality agreements.
Roles
I assumed the following roles designing this website:
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User Experience (UX) Designer
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Interaction (IxD) Designer
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User Interface (UI) Designer
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Visual Designer
Deliverables
Interaction Design: High-fidelity interactive prototypes for key tasks on desktop
UX/UI Design:
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Research
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Competitive analysis
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Personas
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UI kit
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Low-fidelity wireframes
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High-fidelity mockups and prototypes
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Usability tests and findings
Project Specifications
Duration: 11 months
Tools:
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Figma
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FigJam
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Photoshop
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Illustrator
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Slack
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Miro
The Opportunity
ONEWAYX aimed to transform luxury e-commerce with a 3D immersive shopping experience. They needed a simple, user-friendly dashboard for brands to create interactive virtual stores while keeping things easy to navigate.
The goal was to enhance user experience, engagement, and conversion with AR-based shopping solutions, simplifying the process into five easy steps for both brands and customers, ensuring a smooth and seamless experience.
In the first phase, I focused on establishing a simple and efficient user flow, alongside creating pre-launch pages to lay the groundwork.
As I moved into the second and third phases, I conducted further research, added new features, and refined the design based on feedback.
This process involved delving deeper into user preferences and iterating on the design to ensure that each step was intuitive and aligned with the overall vision. The result was a streamlined platform that prioritized ease of use while continually improving the experience.
The Challenge
The primary focus of this UX design was to achieve the following key objectives:
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The process of setting up a VR store might seem overwhelming or complex for users.
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Adding products and variants from existing websites can be tedious and time-consuming.
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Choosing the right subscription plan could confuse users if not clearly explained.
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Attracting end-users to engage with the VR store could be difficult without interactive features.
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Launching and editing the store should be simple but can seem technical for non-experts.
Proposed Solutions
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Create a simple, step-by-step process for building the VR store, making it accessible for users of all technical levels.
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Enable easy product import with a one-click integration from existing websites, eliminating the need for manual input.
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Clearly present subscription plans with straightforward comparisons, so users can easily pick the one that suits them best.
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Implement gamification to attract and engage end-users, offering rewards, achievements, and discounts as incentives.
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Implement a user-friendly, intuitive launch process, allowing users to make quick edits without technical knowledge.
Started from Sketches
Brainstorm Session
Research
For the ONEWAYX project, we conducted an in-depth analysis of the virtual retail and AR-based shopping market, reviewing competitors such as Crate & Barrel's Virtual Store and W3rlds' AR-based platform. We studied their features, user interfaces, and overall architecture to identify opportunities for improvement and innovation, particularly in terms of user engagement and ease of use.
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In addition, we examined the client's business goals, target audience, and technical requirements. This research helped us tailor the platform's design to meet their specific needs, ensuring a seamless, intuitive experience for both brands and end users. The insights gathered during this phase were instrumental in laying the foundation for a user-centered design that would differentiate ONEWAYX in the market.
Some of the significant points we focused on were:
Some of the significant points we focused on were:
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Who are the major competitors?
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What information ONEWAYX would like to keep on the Dashboard home page?
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What top navigation features would be on the home page?
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Preference for a specific style for the Dashboard?
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How do clients perceive the ONEWAYX platform?
Preview from ONEWAYX's website, showcasing how users can enter and create their 3D virtual store.
Ideation:
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5 Easy Steps Highlighted: Users can access any step from the homepage or the left menu bar, including selecting environments, adding products, merchandising, gamification, and launching.
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Customisable Virtual Store: Brands can choose from a variety of environments and customize them based on their needs, ensuring a tailored shopping experience.
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Seamless Product Import: Products and variants can be easily imported from an existing website using a link, simplifying the setup process.
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Detailed Subscription Plans: Clear differences and offerings in subscription plans help users choose the best option for their business needs.
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Comprehensive Guidance: Guide videos and an intuitive user flow with easy navigation simplify the entire process, from setup to launch.
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Gamification for Engagement: Add discounts, offers, and interactive games to attract and retain customers seamlessly.
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Analytics Dashboard: A dedicated analytics page allows brands to track their store’s performance and make data-driven decisions.
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Effortless Launch & Edits: Users can easily launch their store, view the live environment, and make real-time edits for continuous optimisation.
One of our goals is to make the ONEWAYX platform accessible to more brands, encouraging them to explore a demo and leverage its innovative features for creating immersive virtual retail experiences.
Hence, our objective became:
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"Designing the ONEWAYX dashboard from scratch to provide brands with an easy-to-use platform for creating 3D virtual stores. The goal was to ensure a simple, step-by-step process from selecting environments to launching stores, with a focus on clarity and user-friendly navigation."
Getting Closer to User-Centered Design
We believe our primary users are luxury retail brands, including those in high-end fashion, jewellery, and home goods, looking to offer immersive virtual shopping experiences.
Secondary users include brand managers or e-commerce operators who oversee the virtual store setup, aiming to enhance customer engagement and sales through interactive 3D environments.
With a clear understanding of the needs of our users, I focused on designing a seamless, intuitive platform to help both brands and their e-commerce teams easily create and manage their virtual stores while offering a straightforward and engaging experience for customers.
These personas became key reference points for guiding our design decisions for ONEWAYX.
By understanding the needs of brands looking for an easy-to-use platform that simplifies the process of setting up virtual retail stores, and those looking for tools to engage and retain customers, I was able to shape the design to address both user groups’ expectations. This helped ensure the platform is both intuitive and efficient for building, managing, and customising virtual shopping experiences.
"Luxury is about creating unforgettable, immersive experiences for our customers."
Defining Important Tasks
Upon landing on the ONEWAYX dashboard, users should be able to easily set up their virtual retail store by following a clear, step-by-step process. They should be able to quickly select their desired virtual environment, import products, customize & merchandithe store, and set up gamification features with minimal effort. The goal is to create a seamless experience where brands can manage and launch their virtual stores in just a few simple steps, all within a user-friendly interface.
When users visit ONEWAYX, they can easily create an account and choose a subscription plan tailored to their needs. The platform's straightforward flow allows them to start building and customizing their virtual store with minimal effort.
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(Click to enlarge)
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(Click to enlarge)
The Framework: Setting the Design Direction
This sitemap, developed based on feedback from Annie Siera, the founder of ONEWAYX, competitive analysis, and user research, helped reveal the most effective structure and flow for the dashboard, ensuring that key features are easily accessible and aligned with the platform's goals.
Our main priorities included:
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Showcasing ONEWAYX’s VR retail capabilities.
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Simplifying the process for brands to create and manage VR stores.
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Engaging users through gamification and analytics features.
Creating Site Map for ONEWAYX
Identifying Design Patterns Through Rapid Sketching
Through rapid sketching and exploration, I divided the process into clear, manageable steps for ease of use. The journey begins with selecting and customising the virtual environment, followed by adding products, merchandising products, adding gamification, and finally launching the store. Each step is supported by intuitive CTAs like “Save and Next” to guide users through the process seamlessly. The key sections include environment selection, product import, merchandising, gamification, launch options, and an analytics dashboard. This structure ensures a streamlined experience from start to finish, helping users navigate effortlessly.
ONEWAYX Sketches
Clarifying User Flow and Key Interactions through Wireframe Prototypes
Through wireframe prototypes, I was able to identify and refine key areas of the user flow. As I built the wireframes for the core desktop experience, I focused on ensuring the flow was intuitive, especially for steps like gamification, where users needed an easy way to go back and select a different game. For the product import process, I included clear instructions on how users can reach out if there's an import failure. Customising the environment was made simple, and the launch process was streamlined.
In later phases, we introduced a personalization page where users can select environment variants to display different collections and name those environments. Additionally, we added the ability to create quizzes, where users can answer questions and receive product suggestions based on their responses. This approach helped ensure a smooth and engaging user experience across all steps.
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Creating Low-Fidelity Screens
Establishing Visual Design
Crafting the visual identity for ONEWAYX involved establishing a cohesive design system across their dashboard, website, client pitch decks, whitepapers, and UI screens. The aim was to ensure consistency in design elements that reflected ONEWAYX's innovative approach, providing clear, accessible interfaces that enhanced the user experience and aligned with the brand's goals.
For ONEWAYX, I worked with the brand’s colors—orange, purple, and navy blue—to keep everything on-brand and cohesive. Orange was the go-to for CTAs since it stands out and naturally draws attention. I kept the fonts modern and easy to read, so everything feels clean and approachable.
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The entire dashboard uses glass morphism, which gives it a sleek and polished vibe without overdoing it. The combination of colors and design elements makes the whole experience feel smooth and user-friendly.
Creating ONEWAYX UI Kit
Refining User Experience Through High-Fidelity Prototype Testing
After launching ONEWAYX, I focused on enhancing the user experience by refining post-launch pages and finalizing the personalization feature. This feature allows users to create environment variants, making it easier to showcase multiple collections. I also introduced “Coming Soon” features to give users a preview of upcoming tools and functionalities.
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Before the launch, the process required users to complete all steps sequentially. Post-launch, I redesigned the experience to make it more flexible, enabling users to make changes to specific steps—like customizing their environment or adding products—without redoing the entire process. Once users finalize their updates, they can click "Launch" to implement the changes, ensuring the final environment reflects their modifications.
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I collaborated with Annie to refine layouts, enhance visuals, and simplify navigation, ensuring the dashboard remains user-friendly and visually appealing.
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Understanding What Works and What Doesn’t
During testing, I realized that requiring users to purchase a subscription plan upfront before creating their virtual retail space might discourage engagement. To address this, we made the timing flexible—users can choose to purchase a plan at the beginning, during the setup process, or just before launching their store.
Additionally, I redesigned the "Customize Environment" page to offer users more flexibility. Now, users can add specific content to different parts of their environment, with the design reflecting these options clearly and intuitively.
In the merchandise section, we identified limitations with the previous drag-and-drop functionality for product placement. To improve this, I worked on redesigning the interface, enabling users to select products for each location seamlessly. These adjustments were based on user feedback and testing, while the rest of the platform performed as expected.
The Refinement
I collaborated closely with the development team and the project manager to define tasks, set objectives, and evaluate the dashboard. This project was a team effort, and I stayed actively involved throughout the process. Rather than simply handing over designs, I ensured the design quality remained consistent and pixel-perfect during implementation. I also conducted thorough checks to verify the dashboard's responsiveness across all devices at every stage.
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Working on Refining the design
Summary
When Annie Siera, the founder of ONEWAYX, approached me with the project, I understood their need for a platform that could simplify and enhance the management of virtual retail experiences. The goal was to create a streamlined and intuitive solution, focusing on ease of use and customization.
I worked closely with the team to ensure the platform supported selecting and showcasing different collections, with smooth navigation for both clients and end users. By prioritizing the specific needs of luxury retail clients, I delivered a tailored platform on time, meeting ONEWAYX’s vision for efficiency and usability.
Next Steps
Here are some potential usability improvements for the website:
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Simplify the user flow by reducing steps and clicks for a smoother experience.
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Add the ability to select and customize different environments after launch.
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Enable "Coming Soon" features and environment editing options to be launched post-launch.
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Simplify the dashboard layout to enhance clarity and ease of navigation.
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Add more accessibility settings to cater to diverse user needs.
Lessons Learned
Here are the lessons I learned:
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Simplify the dashboard interface, removing unnecessary complexity to enhance user experience.
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Provide clear, easy-to-access guides and support to help users maximize the platform’s potential.
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Continuously improve design based on user feedback, ensuring that the platform evolves to meet client needs.
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Launch new features in phases, allowing time to gather feedback and refine the user experience based on real-world use.
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