I lead a UX project to elavate the NoFear website in order to bring it up to date with a modern and fresh-looking website that sell brand clothing and sporting accessories, with a more editorial feel. When creating the brand matter it was decided that the minimalism of a monochrome site was best when looking for a more editorial feel to the site.
The process for developing the NoFear, and therefore website, is based on the Double Diamond Theory, during the project we incorporated the key phases of Discovery, Definition, Ideation and Implementation.
To begin the project I conducted an audit of the current site and competitor analysis by researching into sites the NoFear team sent across as a rough guide on the layout of which they wanted the elevated website to include.
My research involved:
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Understanding the NoFear teams goals and needs
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Uncovering pain points with the existing user journey through UserTesting.com
After viewing the recordings from the user interviews, my teammate and I conducted affinity mapping to view the pains identified. We then grouped these under common themes to create a data-driven approach to inform the further process of the elevation.
Based on the data collected I worked on creating the design system and wireframes for the site. I mocked up views of the Homepage, PLP, PDP, Cart, Wishlist and accounts page.
During the stakeholder meeting I presented these designs in a deck to gain feedback on likes and changes.
I created the high-fidelity mock-ups on Figma and this design was created to give the overall editorial feel for the site to include:
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Extended hero
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Small strip promotional banner
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A space to promote the recent campaign, feature best sellers or new products through campaign imagery
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A space for Dash Hudson to promote the social posts of the company and users
After working with the brand team and redefining the new wanted look for the site it was time to develop the design system to be more minimal, this included the merging the Homepage and PLP so the products are instantly accessible, similar to other high fashion websites.
After the edits were made to the design system the project was handed over to the Developers to create the site, during this I conducted a UX review of each page that was implemented to ensure it was aligned with the designs before it went live.