Introduction
This case study will analyze and design a minimalist UI for a clothing brand, which the main objective of this case study is to analyze and explore the influence of a minimalist look, whether from components or other factors that impact the psychology of users, on the decision-making process of considering a purchase on the website, and the brand perception from the users through minimalist design, by investigating the interaction between design aesthetics, user emotions and experience, and cognitive responses.
I wanted to find out what people feel when they see a minimalist design, how they think about the look of the product, and how it affects their choices.
By looking at how people behaved and reacted to the minimalist look of the clothing website, I wanted to find out what made them want to buy something and enjoy the online shopping experience.
Detailed Objective Explanation:
- Understanding User Psychology: The case study seeks to understand how users psychologically perceive and respond to the minimalist design elements of the website.
- Impact on Decision Making: By analyzing user behavior and decision-making processes, the study aims to determine whether the minimalist and elegant design influences users’ willingness to make a purchase.
- Exploring User Experience: The study evaluates the overall user experience provided by the minimalist website design. This involves examining factors such as ease of navigation, visual appeal, and clarity of information, all of which contribute to users’ satisfaction and the likelihood of completing a purchase.
About Minimalease Clothing Brand
Minimalease is a clothing brand that epitomizes the essence of simplicity, elegance, and ease. Inspired by the minimalist lifestyle, Minimalease offers a curated collection of apparel that seamlessly blends style with comfort, catering to individuals who appreciate clean lines, timeless designs, and effortless sophistication.
Minimalease Purpose
Minimalease’s goal is to provide customers with high-quality clothing that embodies a minimalist aesthetic while offering maximum comfort and versatility. With a focus on simplicity and elegance, Minimalease aims to empower individuals to express their unique style with confidence and ease.
Meaning of the Name
The name “Minimalease” is a fusion of the words “minimal” and “ease,” encapsulating the brand’s core values of simplicity and effortlessness. It represents the seamless integration of minimalist design principles with the ease and comfort inherent in the brand’s clothing offerings, reflecting a lifestyle characterized by simplicity, versatility, and refined elegance.
Design Process
🧠 Design Methodology | User-Centered Design
Using a user-centered design methodology for the website ensures that the website caters directly to the needs, preferences, and behaviors of its target audience. By focusing on the user experience, the design process prioritizes creating a website that is intuitive, engaging, and easy to navigate.
This approach not only enhances usability but also fosters a positive psychological response from users, as they feel understood, valued, and empowered when interacting with the website.
Ultimately, aligning the design with user needs can lead to increased satisfaction, trust, and loyalty, driving higher levels of engagement and conversion rates.
1 — Understand Context of Use Phase
In the “Understanding the Context of Use” phase for clothing brand Minimalease’s website, observations were made regarding factors in minimalist design that can affect user psychology. Making observations helped me to gain insights and explanations on how minimalist design affects users’ decision-making processes, emotional responses, and overall satisfaction with the website. These observations informed design decisions and helped ensure that the final design effectively met users’ needs and expectations.
What is Minimalist Design?
Minimalist design is a design approach characterized by simplicity, clean lines, and a focus on essential elements while eliminating unnecessary ornamentation or clutter. It emphasizes clarity and functionality. The goal of minimalist design is to create a visually appealing and uncluttered aesthetic that enhances usability and allows content to shine.
Less is more
- Ludwig Mies van der Rohe
Minimalism in User Psychology
Minimalist design can influence user psychology by creating a sense of simplicity and clarity. Through a clean layout, uncluttered interface, and restrained use of elements, minimalist design can foster a calming and focused look for users. The reduction of visual distractions can reduce cognitive overload, which can lead to an increased feeling of ease and comfort when navigating a website.
Below are some of the main factors in minimalist design that can affect the user’s psychology.
- Visual Hierarchy: Visual hierarchy plays one of the most important roles in minimalist design. It is useful for guiding users’ attention and directing them to the most important elements on the display, such as product images, CTA buttons, and navigation menus. With a clear visual hierarchy through size, color, contrast, and placement, users can quickly scan and process information, leading to a sense of efficiency and satisfaction. A well-crafted visual hierarchy can well create a feeling of order and control, thus making users not confused in using the website.
- Sensory Input: Minimalist design focuses on reducing sensory overload on a display by using clean layouts, simple typography, and a limited color palette. By minimizing unnecessary visual stimuli, users can feel at ease while interacting with the website. So this reduction in sensory input can reduce feelings of stress and overwhelm, in users to create a good user experience.
- Cognitive Load: Minimalist design is useful for reducing cognitive load on users by presenting information in a concise and digestible manner. By removing unnecessary elements and simplifying complex interfaces, it can help users to process information more efficiently, thereby increasing comprehension of the information or interface being viewed.
- Emotional Response: Minimalist design can evoke certain emotional responses in users through its clean look, white space, and minimalist aesthetics. For example, a minimalist website with elegant typography and subtle animations can evoke feelings of calm and luxury, while a website with bright colors and fun illustrations can evoke feelings of joy and excitement. Utilizing these minimalist design principles can help me to create engaging and memorable user experiences that resonate with users on an emotional level.
- Decision Making: Minimalist design can impact decision-making by presenting information in a clear and organized way, reducing choice overload, and can guide users towards a desired course of action. By prioritizing important information and simplifying the user journey, minimalist design can enable users to make decisions more confidently and efficiently. This sense of ease in making decisions can increase brand satisfaction, which in turn drives conversion rates.
Minimalist Design in Increasing Brand Impact
Minimalist design can influence brand personality and the perceived quality of a brand. Minimalist design can communicate brand identity by giving a memorable impression of a brand, by only highlighting the important things about the brand. This will make users focus on the brand itself so that quality and personality will become the center of attention.
2 — Specify User Requirements Phase
In the “Specify User Requirements” phase of the user-centered design methodology,
the focus is on gaining an understanding of the users, their needs, and the context in which they will interact with the website.
This involves conducting research and collecting data, preferences, and key points from users. By doing so I was able to make appropriate design decisions to effectively meet the user’s needs.
User Research
I collected data with a survey that I distributed and was completed by 30 people. The survey consisted of 5 questions with 3 answer options related to users’ preferences for a minimalist look on the website. Below are the results of the survey that I have done.
In the first question, 50% of users often shop for clothes online occasionally.
In the second question, 86.7% of users felt “calm and focused” with the minimalist website.
In the third question, 56.7% of users chose “A combination of both minimalist and detailed elements”.
In the fourth question, 86.7% of users chose the minimalist design “Yes, it enhances usability and experience”.
In the fifth question, 70% of users chose that minimalist design can “yes, it can make the brand seem more premium”.
Target Audience and User Persona
Individuals who appreciate the fusion of minimalist aesthetics with effortless sophistication in their clothing choices. They value quality over quantity and seek versatile pieces that can seamlessly transition from day to night, embodying a timeless elegance that transcends fleeting trends.
User Journey Map
The user journey map phase involves visualizing the user’s step-by-step experience as they wish to interact with the Minimalease website. This phase outlines the main stages of the user journey, including actions, goals, feelings, and opportunities for design. By mapping the user journey, I gain insight into the user’s perspective and can create solutions or ideas to improve the user experience.
🔥 Challenges and Solutions
Based on the survey and the opportunities in the user journey map that has been carried out, there are several main points related to the design that are by user preferences. Then from these points, several challenges and solutions were obtained in designing a minimalist design.
3— Design Solutions Phase
This phase will focus on producing design solutions based on the insights gathered in the previous phases. In this phase, I will create things related to Minimalease website design such as a sitemap, design system, wireframe, high-fidelity, and prototype. These designs were carefully crafted to align with the brand identity while maintaining simplicity, clarity, and functionality.
Sitemap
Sitemap is designed to be a simple and straightforward structure that guides users through their browsing journey with ease. By presenting content in a logical and organized way, sitemaps create a sense of clarity in users, engaging them psychologically and encouraging them to explore the website further, increasing user satisfaction and the likelihood of users making a purchase.
3.1 — Design System | Design Solutions Phase
The design system is like a rulebook that shows how everything should look and work online. It’s based on the brand’s simple style and includes different parts, like colors, typography, and designs, to keep everything looking the same across the website. This system helps make sure the website feels cohesive and matches the brand’s image and beliefs.
1. Logo
The slash symbolizes simplicity and minimalism, serving as a visual representation of the brand’s commitment to clean lines, uncluttered design, and elegance. Its simplicity allows for instant recognition and memorability and can be an ideal choice for a minimalist logo that resonates with users on a subconscious level.
The minimalist slash logo can evoke specific psychological responses in users, such as feelings of clarity and modernity.
2. Color Palette
The ivory color palette chosen as the main color has various purposes in attracting users, from being a brand identity and influencing user psychology.
Below are explanations regarding the use of ivory color.
- Clean Aesthetic: Ivory evokes a sense of cleanliness and purity, creating a pristine backdrop that allows the clothing products to stand out and take center stage.
- Minimalist Sensibility: Ivory symbolizing simplicity, and clarity. By incorporating an ivory color palette, Minimalease reinforces its minimalist ethos, conveying a sense of calm and tranquility that resonates with the brand’s philosophy of simplicity and ease.
- Psychological Effects on Users: Ivory has a calming effect on the psyche, promoting feelings of relaxation and tranquility. This soothing ambiance can positively influence users’ moods and emotions as they browse the website, fostering a sense of comfort and trust that encourages engagement and ultimately, facilitates the decision-making process when considering a purchase.
3. Typography
Minimalease utilizes the Roboto font for its clean lines, modern aesthetic, and excellent readability across various digital platforms. As a versatile sans-serif typeface, Roboto complements the minimalist ethos of the brand, offering a contemporary yet understated elegance that aligns perfectly with the brand identity.
- Modern and Consistency: The sleek and contemporary design of the Roboto font resonates with modern sensibilities, reflecting Minimalease’s commitment to staying relevant and appealing to a contemporary audience. Consistency in typography enhances brand recognition and memorability, allowing users to easily identify and connect with the brand across different touchpoints.
- Psychological Impact: The clean and modern aesthetic of the Roboto font can evoke feelings of professionalism, trustworthiness, and credibility in users. Its minimalist design may also convey a sense of simplicity, clarity, and order, fostering a positive psychological response and enhancing users’ confidence in engaging with the brand.
- Accessibility: Roboto is designed with accessibility in mind, featuring distinct letterforms and ample spacing to accommodate users with visual impairments or reading difficulties.
4. Imagery
Minimalease strategically employs minimalist and elegant images to represent its identity and psychologically engage users to explore the website further and ultimately make purchases.
- Reflecting Brand Identity: The use of minimalist and elegant images aligns seamlessly with the brand identity of Minimalease, which emphasizes simplicity, sophistication, and refined elegance. By showcasing clothing items against clean backgrounds with minimal distractions, the images can effectively communicate the brand’s aesthetic, creating a compelling visual narrative that resonates with the target audience.
- Eliciting Emotional Response: Minimalist and elegant imagery has a profound impact on users’ emotions and perceptions. By presenting curated visuals that exude understated luxury and timeless appeal, Minimalease evokes feelings of tranquility and sophistication in users.
- Fostering Trust and Confidence: The use of minimalist and elegant imagery conveys the sense of professionalism and attention to detail associated with the Minimalease brand. This can instill a sense of trust and credibility which can encourage users to make purchases from the site.
- Simplifying Decision-Making: Minimalist and elegant images streamline the decision-making process for users by presenting clothing items in a clear and uncluttered manner. The images enable users to quickly assess the suitability of products and envision how they would fit into their style and wardrobe. This simplification of the decision-making process improves the user experience.
5. Components
By using minimalist components such as clean lines, ample whitespace, and simple navigation menus, Minimalease creates a visually consistent user interface that reflects the brand’s identity. Consistency in design instills a sense of professionalism and reliability in users, enhancing their trust and confidence in the brand and its products.
Below are several reasons related to using components in design.
- Focus on Essential Elements: Minimalist components prioritize essential elements while eliminating unnecessary clutter and distractions. Minimalease directs users’ attention toward the most important aspects. This focused approach facilitates users’ engagement with the website and enables them to make informed purchasing decisions more efficiently.
- Enhanced User Experience: The minimalist design of the website contributes to a seamless and intuitive user experience, enhancing usability and accessibility for visitors. Minimalist components promote clarity, readability, and ease of navigation, and reduce cognitive load in the browsing journey. This can improve the user’s experience of the brand and encourage users to explore the website further, increasing the likelihood of them finding items of interest and making a purchase.
- Psychological Impact: Minimalist components can evoke specific psychological responses in users, such as feelings of calm and clarity. A clean, uncluttered interface and the use of white space can create a sense of calm and order, fostering a positive emotional connection with the brand.
6. Moodboard
The mood board aims to show moods that represent the identity of Minimalease with a classy, minimalist, and simple impression. filled with images, colors, and fonts chosen to represent the moods evoked by the interface of the design.
3.2 — Design Interface | Design Solutions Phase
Wireframe
During the wireframe phase, the focus is on creating a skeletal framework of the Minimalease website design. Wireframes outline the structure, layout, and functionality of the website without incorporating detailed design elements. The wireframes prioritize simplicity and intuitive navigation to ensure a seamless user experience. The placement of key elements such as product listings, navigation menus, and call-to-action buttons is carefully considered to attract users and encourage exploration of the website.
High-Fidelity
Wireframes are refined and enhanced with detailed design elements to create a visually polished representation of the Minimalease website. High-fidelity designs incorporate the brand’s minimalist aesthetic and utilize a clean interface to evoke a sense of simplicity and elegance. Product imagery is carefully curated to showcase the clothing items in a visually appealing manner. The high-fidelity design reflects the brand identity of Minimalease and sets the tone for user experience.
Landing & Collection Page
Product Page
Sign In & Sign Up page
Account & Track Order Page
Shopping Bag & Checkout Page
Shipping & Payment Page
Mockup
The mockups show exactly how the website will look and work. Designed to match the brand’s style and make it easy for users to use. The mockups capture the brand’s classy and simple vibe, highlighting its key features and design in detail.
Interactive Prototype
This phase will make the design interactive by adding interactive elements and functionality. Users can navigate the website and experience the flow of the user interface in a simulated environment. Interactive prototypes allow for user testing and feedback, allowing me as a designer to identify potential usability issues and refine the design.
The design of the wireframe and high-fidelity was made on Figma. Here is the prototype.
5 — Evaluate Against Requirements Phase
This phase focuses on assessing the effectiveness of the design solution against the requirements or key points of user needs. This phase involves conducting usability testing. By evaluating websites against initial points and testing functionality, usability, and user satisfaction, I can iteratively refine the design to ensure that the design meets the needs and expectations of the target audience.
Usability Testing
Testing was conducted on a maze platform using unmoderated and remote usability testing, involving 20 participants. This aims to assess user satisfaction and experience with the minimalist design on the Minimalease website prototype.
Research Objective:
- User satisfaction with the clarity, layout, and navigation of the interface helps to decide on product choice.
- The impact of minimalist design on user perceptions of brand quality and professionalism.
- The impact of minimalist design on positive emotions in users when interacting with the interface.
- User satisfaction with the checkout process can make participants want to shop on this website.
Below are the results of the tests that have been carried out. The overall score obtained from the test is 76.
Task 1
In this first task, the test was conducted to “Visit and pay attention to the landing page, collection, Men, and Women clothing page”. With an overall score of 75, with 85% direct success in completing the task.
65% of participants voted satisfied, 30% of participants voted very satisfied, and 5% of participants voted neutral with “The clarity, layout, and navigation that helps to decide on product choices when shopping through a minimalist design interface”.
55% of participants voted satisfied, 30% of participants voted very satisfied, and 15% of participants voted neutral that “Minimalist design can enhance participant perception of the brand’s quality and professionalism”.
Task 2
In this second task, the test was conducted to “View the details of the product and checkout the product”. With an overall score of 76, with 95% direct success in completing the task.
65% of participants voted satisfied, 20% of participants voted neutral, and 15% of participants voted very satisfied with the “Minimalist interface contributes to a positive emotional response during shopping experience”.
55% of participants voted satisfied, 30% of participants voted neutral, and 15% of participants voted very satisfied with the “Checkout process that can make participants want to shop on this website”.
Conclusion
Designing a minimalist design on the Minimalease website with a user-centered design methodology ensures that the final product is tailored to meet the needs and preferences of its target audience. Putting users at the center of the design process helps me to create designs that meet user needs and ultimately result in a more positive user experience.
Through user research, design creation, and usability testing on designs, I gained insight into user behavior and preferences, allowing me to make design decisions that align with target users and the identity of the Minimalease brand.
Following the results of usability testing carried out, it was found that on average users chose “satisfied” with each question related to minimalist design, and it could have an impact on user psychology in terms of comfort, convenience, emotions, and decision-making. It is hoped that the results obtained will be in accordance with its real implementation.
Reference
L. L. L. K. MARIO FRACULJ, “Research on attitudes towards minimalistic designs in marketing communications,” International Journal of Multidisciplinarity in Business and Science, vol. 9, no. 14, pp. 5–14, August 2023.
S. Alena, “How psychology can be used to influence user behaviour in UI and UX design,” 2022.
Thank you for taking the time to explore my case study ! ✨
I’m excited to share this Minimalease design journey and I hope that what I’ve done can be useful to those who learn about it. I look forward to your input to help me refine and develop myself further 😁.
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