Version 1 (working name: Yes 5 Pounds):

Due to the high volume of products, the initial concept was designed to allow customers to find and buy what they needed quickly and easily from a large selection of items. As this was a new digital startup with a limited marketing budget, there was also a strong focus on encouraging social sharing throughout the product. A bold pink brand colour and stylish fonts were chosen to appeal to the target audience.

Version 2:

Once the supply chain was solidified, the client realised that varying and unpredictable stock levels in key product categories called for a website with a greater focus on discovery. Due to the continued focus on selling low-value items, the goal was to encourage frequent repeat business and multi-item orders. A decision was thus made to create a gated website where sign-ups were mandatory, as it allowed the business to better market to existing customers to encourage repeat business.

Multi-item orders were encouraged through a discount mechanism that lowered prices of individual items in reali time as more items were added to the basket. Once a customer had made their first purchase, they were able to easily save their details and check out using an effortless one-step checkout process in the future. An app was also created alongside the website to further encourage repeat purchases from loyal customers.

Similarly to version 1, the limited marketing budget of a new startup, necessitated a continued emphasis on social sharing and features that encouraged customers to invite their friends to shop.