Case Study · Fashion
At MYTi23, customers buy the breed
MYTi23 sells shirts and sweatshirts with hand-drawn dog designs, sorted by breed. The product is a shirt. What people buy is the breed, and that is what we built the shop structure around.
I'll show you where your shop loses buyers.
The reason to buy is in the design
If you have a Labrador, you want a shirt with a Labrador on it. Colour and size come later. For MYTi23 that means the strongest way into the shop is the breed of your own dog. Dog owners buy these shirts for themselves or as gifts for other dog lovers, and either way the dog is at the centre.
Classic fashion shops sort by product type and size, often by colour too. That works for ordinary fashion. MYTi23 has a much stronger reason to buy in the breed, and it belongs right at the front. Then there is the question of standing out. There are plenty of print shops. Why buy here? The hand-drawn designs give a strong answer, and the shop should give it on every page.
Positioning first, then real visitors
We started with positioning and wrote down why someone buys from MYTi23 when there are print shops on every corner. The answer is concrete because it shapes every page, from the homepage to the product description. It is the basis for every further decision in the shop and gives every text and image a clear direction.
Then came user tests with several testing providers. Real visitors move through the shop, and we see how they look for designs and where they pause. Different providers bring different testers, which makes the picture more complete. Watching beats any debate about assumptions. From the results we developed mock-ups for the key pages, with the breed as the starting point of navigation. Size and colour sit where customers need them: on the product page, just before buying.
Turn the reason to buy into the navigation
Many niche shops copy the structure of big fashion retailers because it feels familiar. In our view it pays to ask why customers really buy before the navigation is set. With design-led products the answer is almost always the design. User tests quickly show how clearly a shop puts that reason up front, and often a handful of visitors is enough. If you know your reason to buy and write it down, you have a yardstick for every further decision in the shop.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.