Kancan

INDUSTRY:

FASHION

EMPLOYER:

KANCANUSA

TEAM:

HOWARD KIM (SOLO)

ROLE:

LEAD UX DESIGNER / DATA ANALYSIS

overview.

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Kancan USA is a women’s fashion brand specializing in trend-driven denim and apparel. Known for stylish, comfortable clothing, the brand offers a wide range of jeans, tops, and casual wear through direct-to-consumer sales, focusing on both quality and contemporary style.

problem.

The website's user experience made it difficult for users on both desktop and mobile devices to quickly find products and complete purchases due to unclear navigation, weak visual hierarchy, and inconsistent calls to action.

design process.

To bring Kancan USA’s website up to modern UX standards, I began with a comprehensive audit of the existing site. I reviewed the navigation, layout, and overall user flow to identify pain points, inconsistencies, and areas where users might experience friction. This audit helped me prioritize which issues would have the greatest impact on usability and conversion.

Finally, I implemented the updates directly on Shopify, making improvements to navigation, layout, visual hierarchy, and interactive elements. This hands-on approach allowed me to test and iterate quickly, ensuring the site was not only visually refreshed but also more intuitive and user-friendly, ultimately providing a smoother, more engaging shopping experience.

solution and results.

I redesigned Kancan USA’s website on Shopify to enhance navigation, product discovery, visual hierarchy, and calls to action. These improvements streamlined the shopping experience and brought the site in line with modern UX standards.

The results speak for themselves: conversion rates climbed from 0.96% to 1.48%, add-to-cart rates rose from 4.27% to 5.97%, and reaching to checkout jumped from 2.11% to 4.22% between Q3 and Q4 2025. By reducing friction and guiding users more effectively, the redesign directly boosted engagement and sales, demonstrating the measurable impact of user-centered design.