Art direction and design for a luxury outlet e-commerce
The deal is an e-commerce outlet website based in Dubai that provides fashion luxury products at a cheaper price. After changing ownership, the new business owners would like to conduct a rebranding and build a new e-commerce website.
Collaboration is the key to this project. I work with:
Creative team
User to discover the problems
Development team to analyze tech aspects.
Design Process
EMPATHISE
Market Research
Competitor Research
User Interviews
After conducting market and competitor research, I want to dive more into users. Who exactly are they? What shopping experience do they have? To do so, I conducted a user interview with 5 users who have online shopping habits.
After gathering all the information gained from the interviews, it was time to do a deeper analysis by using an affinity wall.
DEFINE & IDEATE
Issue 1: Lack of social proofs & lifestyle suggestions
Solutions:
Update the cross-selling section’s design. Instead of inserting a static product picture, the new design will use a carousel widget with lifestyle images.
Issue 2: Difficulties in Navigation
Add a category component to help the user to find easily the right section
Issue 3: the Deal needs a new branding
Issue 4: Low-quality photos
Solutions:
Campaign photo shooting - I manage the Creative Direction.
Campaign creative strategy: Develop mood board and design solutions.
Production: Selection of Models, location, and outfit. Oversees the stylists, which may include apparel, product, hair, and makeup team, members.
Art Direction: Assists and directs the photographer to ensure the many images I have in mind to populate a website meld with what the photographer shoots.
Now we move to Design processes 3 and 4 Ideate & Prototype
Prototype
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Introduce your brand
Usability Test
In this step, I found 8 people who fit into The Deal’s persona and ran a usability test. I prepared tasks such as:
Tell me what this company does.
What will you click from the navigation menu if you want to buy a gift for your female friend?
After adding a product to the cart, try to checkout
Key Patterns
All participants can tell this is an e-commerce website that sells a wide range of products.
50% of participants had trouble using the filter function after scrolling down the page. They will have to go back to the top of the page to use the filter function.
All participants completed the checkout process
85% of participants expressed that they like the categories component. It makes them find easily what they are looking for.
Design Revise
Revise 1: Add categories filters on plp.