Fashion brand

Classic tailoring with a casual attitude

Case study

PROJECT INFO

Description

The fashion brand we worked for is an Italian haute couture menswear manufacturer best known for its suits and jackets. Due to the pandemic, it closed different physical shops. This is the reason why they evaluated their website and online presence and commissioned Conflux to redesign it. Conflux took care of the research phase, and the new UX design, and collaborated with an external designer, designated by the brand, on the UI.

My role

Information Architecture, Wireframing, Prototyping

Tools

Sketch, Invision, Figma

Duration

9 weeks

RESEARCH

Introduction

Our team had various meetings with the fashion brand's team to understand their needs. Our UX researchers, by using a UX expert review, identified many problems. The main problems identified were all related to the difficulty for the user to complete the purchase flow due to CTAs not being evident, multiple menus, or unclear texts.

Goals

Three main goals were derived from the analysis:

Improve navigation flows, easing the user to purchase on the site
Refine page layouts and make key information visible
Change the UI with a focus on accessibility.

DEFINE

Information architecture

With all the objectives in mind, and with all the data derived from the analysis of brand's old site, we defined the new sitemap. Click on the image for the full screen.

HI-Fidelity Wireframes

More than 40 screens were designed only for the desktop version, and the same number for the mobile interface. Along with common pages, editorial, newsletter, and email templates were designed too.

With the designs we made, we wanted to express their minimal elegance. The shapes throughout the site are sharp, a classical serif font is paired with a sans-serif one and the tone of voice is sophisticated but warm. All of these convey the brand’s style.

Before working on the user interface I was also in charge of producing the interactive prototype of the mobile and desktop versions. This way was easier for the stakeholder to understand the product, and they could give us feedback asynchronously.

USER INTERFACE

Design guidelines

The website's user interface was curated by another designer appointed by brand. The UI doesn't differ too much from the high fidelity wireframes. The primary palette is made of different shades of black and a brownish accent colour used only for some headlines. The images throughout the site, on the contrary, give the website a warm tone with their brown and beige palette.

CONCLUSIONS

This has been my first time redesigning a fashion brand website. I've enjoyed the whole process of it. My job was mainly to redesign the user experience. The project was carried out together with one of my colleagues, but for 3 weeks I worked alone on the product. I managed meetings with the brand's team, got their feedback, and produced new screens and prototypes all on my own. It has been challenging and rewarding at the same time.

The shop is online and working, it excites me to think that people use a product I've worked on. I would love to analyze users' behaviour on the new website to improve the design if needed and learn from my mistakes.