THE EDITION

Redesign the website of our local boutique in Savannah, Georgia,

The Edition, with a strong forte in information architecture.

PROJECT OVERVIEW

Timeline

March - June 2023
10 Weeks

Team Roles

Lara Kim, Lead Designer
Lucilla Fell, Lead Designer

Key Deliverables

Wireframes / Prototype
Process Book
Vision Video

Vision

Our vision for the website redesign at The Edition is to elevate the online shopping experience, transforming it into a luxurious digital destination where discerning shoppers can immerse themselves in a world of opulence, elegance, and personalized service.

Mission

At The Edition, our mission is to curate a refined online platform that embodies the essence of luxury, offering a meticulously curated selection of high-end fashion pieces and providing exceptional customer service. Through our dedication to quality and creativity, we aim to create a seamless and inspiring digital experience that empowers our clientele to explore, discover, and express their unique style with confidence.

THE PROBLEM

Our team embarked on a mission to rejuvenate a brand that has faced challenges in driving business growth and satisfying consumers in recent times. With a timeframe of 9 weeks, we were tasked with designing a product or digital service that could breathe new life into the brand and unlock fresh opportunities for its success. After careful consideration, we set our sights on The Edition, a local contemporary women's boutique situated in downtown Savannah.

How might we redesign the website to enhance information architecture, elevate the perception of luxury, and seamlessly integrate the offline experience online, thus improving user navigation and boosting sales?

Problem Statement

The Edition grapples with an online presence that fails to mirror its offline luxury experience, plagued by unclear categorization, inconsistent design, and a disconnect between its offline and online offerings. This hampers user navigation, diminishes the perception of luxury, and impedes the boutique's ability to showcase its curated product lines effectively, ultimately hindering customer engagement and online sales.

THE SOLUTION

Our solution focuses on redesigning The Edition's website to optimize information architecture, elevate the perception of luxury, and seamlessly integrate the offline experience online. By refining categorization, enhancing visual design coherence, and bridging the gap between offline and online interactions, we aim to improve user navigation, increase customer engagement, and ultimately drive online sales for The Edition.

The homepage features a visually appealing carousel of captivating images, showcasing the latest collections and exclusive pieces with clarity and elegance. A user-friendly navigation bar will guide visitors to different sections such as "Shop," "Sale," "The Edit," and "Account" ensuring effortless exploration of The Edition's luxurious offerings.

Subpages maintain a sense of sophistication while remaining accessible and easy to navigate. Each curated collection will be presented in a clean grid layout, allowing customers to browse effortlessly through the exquisite offerings. The blog section, also known as "The Edit" will feature well-written articles complemented by tasteful imagery, providing valuable insights and inspiration for our target audience, sophisticated fashion enthusiasts.

The mobile version prioritizes functionality and user experience, with a responsive design that adapts seamlessly to different screen sizes. Navigation will be simplified for touch interaction, ensuring smooth browsing and effortless shopping on smartphones and tablets. Despite the smaller screen, the luxurious aesthetic and attention to detail will remain intact, offering customers a refined experience on the go.

AWARDS

Gold Winner in Websites Design for Social Change
Silver Winner in Digital Ads and Campaigns
Silver Winner in Website Design
Silver Winner in Digital Tools and Utilities
Silver Winner in Mobile Ads
Silver Winner in Mobile Responsive Design
Silver Winner in Mix Media/Moving Image for Social Change
Silver Winner in Branding for Fashion Brand
Bronze Winner in UX, Interface & Navigation
Bronze Winner in Interactive Design
Bronze Winner in Apps
Bronze Winner in Mobile Interaction & Experience
Bronze Winner in Mobile App
Bronze Winner in Branding for Social Change
Bronze Winner in Digital Design for Social Change
Bronze Winner in Branding for Technology
Honorable mention in Product or Gadget Design
Honorable mention in UX, Interface & Navigation
Honorable mention in Interaction Design for Social Change
Honorable mention in Digital Art for Social Change
Honorable mention in Integrated Graphic Design for Social Change
Honorable mention in Apps for Social Change
Honorable mention in Branding for Media

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SECONDARY RESEARCH

AREAS OF IMPROVEMENT

Upon reviewing the edition's e-commerce website,

we identified areas where enhancements could be

made to align with its luxury design ethos.

1. Unclear categorization of subpages

2. Unnecessary components

3. Inconsistent visual design

4. Barrier between offline and online experience

Centered on the homepage, our redesign initiative commenced with the establishment of the foundational structure, emphasizing the information architecture. We initiated this process by crafting a site map, beginning with an assessment of the original website's layout and progressing to the development of a refined site map, guided by meticulous card sorting to optimize information flow and user experience.

Key internal stakeholders like owners and employees, alongside external stakeholders were identified. Our strategy prioritized customer satisfaction, brand reputation, and community engagement, aiming to enhance the online shopping experience, leverage media partnerships for promotion, engage the local community for support, and ensure reliable logistics. This approach aimed to maximize stakeholder value and drive sustainable growth for The Edition.

A comprehensive competitor analysis was conducted, encompassing both national and local competitors to gain insights into the competitive landscape. Nationally, luxury e-commerce giants were examined for their online presence, product offerings, and customer experience strategies. Locally, boutique competitors were scrutinized for their target clientele, unique selling propositions, and community engagement tactics. This analysis provided valuable benchmarking data and strategic insights to refine The Edition's positioning, product offerings, and customer engagement strategies in both national and local markets.

National Market

Local Market

PRIMARY RESEARCH

We conducted interviews and surveys with 15 participants of users, developers, and subject matter experts. Insights gleaned from this research informed our design decisions, addressing issues such as sizing inconsistencies and distracting pop-ups, to enhance The Edition's online shopping experience.

USER

Consumer, end-user

Luxury consumers
Boutique consumers

DEVELOPER

Industry owner and developer

M.A. Luxury and Brand Management

EXPERT

Subject matter expert

Luxury and Brand Management Professors

Our strategy focused on crafting a single, representative user persona: Emily Williams, a 28-year-old marketing agent in Savannah, Georgia. Emily's profile encapsulates the key characteristics, motivations, goals, and pain points of The Edition's target audience. This streamlined approach ensured a clear understanding of customer needs and guided the development of tailored solutions to enhance the online shopping experience effectively.

DESIGN

Centered on the homepage, our redesign initiative commenced with the establishment of the foundational structure, emphasizing the information architecture. We initiated this process by crafting a site map, beginning with an assessment of the original website's layout and progressing to the development of a refined site map, guided by meticulous card sorting to optimize information flow and user experience.

In our prototyping process, we emphasized rapid iteration from low-fidelity to mid-fidelity designs, prioritizing the generation of a diverse range of concepts to efficiently narrow down our focus for testing. Our aim was to explore a wide spectrum of design possibilities within a condensed timeframe, enabling us to identify and refine the most promising solutions through iterative testing and validation.

In analyzing the before and after of the user journey, our team embarked on a meticulous exploration of the customer experience with The Edition's website. By meticulously dissecting the existing journey, we uncovered pain points and areas for improvement, ranging from unclear categorization to inconsistent visual design. Armed with these insights, we embarked on a transformative journey to enhance every touchpoint of the user experience. Through iterative design iterations and user testing, we refined the user journey, ensuring a seamless and delightful experience from discovery to purchase. The result is a reimagined user journey that reflects The Edition's commitment to luxury, elegance, and personalized service, offering customers an elevated online shopping experience that mirrors the boutique's renowned offline ambiance.

USABILITY TESTING

A/B testing played a pivotal role in our design process, allowing us to scientifically evaluate the effectiveness of different design elements and iterations. By presenting users with variations of key features, layouts, and content, we gained valuable insights into user preferences, behavior, and performance metrics. Through rigorous analysis of A/B test results, we were able to make informed decisions about which design changes resonated most with our target audience, ultimately guiding us toward the creation of an optimized user experience that maximizes engagement and conversion.

Design A

Screen Shot 2023-05-09 at 10.14 1 (1).png

Design B

Qualitative

In our qualitative A/B testing process through interviews, we followed a structured approach consisting of several key steps. We began with an introduction to the testing objectives and methodologies, setting the stage for participant engagement. Next, we established participant profiles to ensure diverse representation across relevant demographics and user segments. Concept questions were then introduced to gather subjective feedback and insights on user preferences, perceptions, and pain points. A/B comparisons were conducted to evaluate variations in design elements, content, and functionality, allowing participants to provide detailed feedback on their preferences and experiences. Finally, conclusions were drawn based on the aggregated feedback and observations, guiding iterative design refinements and optimizations to enhance the user experience.

Quantitative

In our quantitative A/B testing approach using a Google Form survey, we focused on empirical data analysis to assess the effectiveness of different design variations. After establishing participant profiles to ensure demographic diversity and representativeness, we proceeded with A/B comparisons of key design elements, layouts, and functionalities. Participants were then tasked with interacting with each variation and providing feedback on usability, satisfaction, and perceived value. Quantitative metrics such as click-through rates, conversion rates, and time on task were collected to measure the impact of each variation objectively. Feedback from participants was also solicited to supplement quantitative findings and provide insights into user preferences and behaviors. This data-driven approach allowed us to make informed decisions about design optimizations and enhancements, ultimately improving the overall user experience and driving measurable business outcomes.

BRAND IDENTITY

The Edition's brand archetype exercise revealed two predominant archetypes: Lover and Jester, among the twelve archetypes explored. The Lover archetype embodies passion, desire, and sensory indulgence, resonating with The Edition's commitment to curating luxurious, high-quality fashion experiences that evoke emotion and allure. Meanwhile, the Jester archetype adds a playful and whimsical dimension, injecting humor and light-heartedness into the brand's personality, creating a sense of joy and spontaneity in the luxury shopping journey. By embracing these archetypes, The Edition can infuse its brand identity with elements of romance, sensuality, and fun, fostering deeper connections with its audience and setting itself apart in the competitive fashion landscape.

In crafting The Edition's brand voice, we embody the characteristics of excess, extravagance, and gratification to create a rich and indulgent user experience. The voice exudes opulence, utilizing lavish language and descriptive imagery to evoke a sense of luxury and desire. Do's include using extravagant adjectives to describe products, indulging users with lavish details and sensory experiences, and celebrating the joy of gratification through tailored messaging. Don'ts involve avoiding bland or generic language, refraining from understated or minimalist tones, and steering clear of anything that detracts from the luxurious essence of the brand.

The process of applying The Edition's brand personality began with translating characteristics like excess, extravagance, and gratification into actionable guidelines for UX writing, homepage headlines, product descriptions, and call-to-action buttons. We brainstormed and workshopped to capture the brand essence, then applied these guidelines to ensure consistency across all touchpoints. Through iterative refinement and feedback loops, we fine-tuned the brand application for cohesive delivery.

LARA KIM

THE EDITION

PROJECT OVERVIEW

Timeline

March - June 2023
10 Weeks

Team Roles

Lara Kim, Lead Designer
Lucilla Fell, Lead Designer

Key Deliverables

Wireframes / Prototype

Process Book

Vision Video

Vision

Our vision for the website redesign at The Edition is to elevate the online shopping experience, transforming it into a luxurious digital destination where discerning shoppers can immerse themselves in a world of opulence, elegance, and personalized service.

Mission

THE PROBLEM

Problem Statement

THE SOLUTION

AWARDS

SCROLL FOR MORE

SECONDARY RESEARCH

PRIMARY RESEARCH

DESIGN

USABILITY TESTING

BRAND IDENTITY

jiikim20@student.scad.edu

1 912-335-9003

THE EDITION

PROJECT OVERVIEW

Timeline

March - June 2023 10 Weeks

Team Roles

Lara Kim, Lead Designer Lucilla Fell, Lead Designer

Key Deliverables

Wireframes / Prototype

Process Book

Vision Video

Vision

Our vision for the website redesign at The Edition is to elevate the online shopping experience, transforming it into a luxurious digital destination where discerning shoppers can immerse themselves in a world of opulence, elegance, and personalized service.

Mission

THE PROBLEM

Problem Statement

THE SOLUTION

AWARDS

SCROLL FOR MORE

SECONDARY RESEARCH

PRIMARY RESEARCH

DESIGN

USABILITY TESTING

BRAND IDENTITY

jiikim20@student.scad.edu

1 912-335-9003

March - June 2023
10 Weeks

Lara Kim, Lead Designer
Lucilla Fell, Lead Designer