Case Study
Global standard UX/UI overhaul for 6th street: Transforming how Gen Z shops and explores fashion & lifestyle in the GCC
6th Street (byApparel Group)
6th Street, owned by Apparel Group LLC, is a leading fashion and lifestyle destination in the GCC, catering specifically to Gen Z's penchant for trendsetting styles. It offers a wide range of shoes, clothing, beauty products, and accessories from over 1200+ global brands, ensuring style and luxury are accessible across the UAE, KSA, Kuwait, Oman, Qatar, and Bahrain. Highlighting affordability, 6th Street features everything from gym-ready sportswear by Nike and Adidas to elegant evening wear by Tommy Hilfiger and Calvin Klein. The brand’s innovative phygital store in Dubai Hills Mall merges online and offline shopping, enhancing the customer experience. 6th Street is about empowering individuals to live their best life in style, making premium fashion both accessible and affordable.
Industries
Fashion & Lifestyle, Consumer App, Ecommerce.
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Centralized design system
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UX/UI design of mobile app
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Scalable e-commerce website
Services we offered
The project faced several challenges, necessitating a multifaceted approach to enhance the app's appeal and functionality:
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Interface Revamp for Gen Z: The app needed a significant interface upgrade to attract the Generation Z audience within the lifestyle industry.
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Cart Optimization: Enhancing the cart functionality to promote cross-selling and up-selling was identified as a key area for improvement.
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Improved Search and Browse: Another challenge was to facilitate product discovery through a more intuitive search and browsing experience.
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Aesthetic Appeal and Conversion: The overarching goal was to create an aesthetically pleasing app optimized for higher conversion rates.
Challenges
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Synergising with Product Managers: Collaborated extensively with numerous product managers to better understand user stories and provide high-quality designs for Android and iOS applications.
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Streamlining Development: Created a thorough design structure to allow for parallel sprints for various aspects within the app, assuring a unified and efficient development process.
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Optimising Beyond Application: Supported the client's e-commerce website through optimisation and simplification, in addition to the mobile app.
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Transforming Digital Touchpoints: Played a critical role in improving the entire influencer platform, resulting in a smooth and consistent user experience across several digital touch points.
Driving design excellence: Our effective collaboration and solutions
We collaborated with product management to redesign the 6th Street app interface, ensuring that it reflects Gen Z's style preferences.
By reducing development procedures and optimising the e-commerce website, we improved user experience and accessibility. Furthermore, we transformed digital touchpoints to boost engagement and consistency across platforms.