As the Head Graphic designer at Baku, I oversaw the new Baku website revamp in collaboration with the developers at Acid Green Studios.
I designed this collections page with the aim of presenting the collections eloquently and informatively in a responsive layout. The Collections page caters to new ranges as they are uploaded and provides visuals, copy for SEO and marketing purposes and a direct link to the ranges mentioned.
You can visit the page directly here.
My process included:
Analysis of our previous website - What was holding Baku back from making more sales. Is the site easy to navigate, research and add products to cart? - We found that there were certain processes that were stalling and confusing customers in particular with selecting product variants.
Analysis of competitors - How do other E-commerce sites present their product and is there anything to learn from the layout, visual hierarchy and sitemap? - We found that our competitors were displaying their collections in a much more natural manner than we were by not only including the collection title, but a representative image and a short blurb about the story behind the collection which also helps with SEO.
I was asked to create a new collections page that was interactive, responsive and visually engaging that showcased our collections in a clean manner. The stakeholders did not want excessive white space, so opted for a responsive grid that presented the collection’s descriptions upon hover.
Working alongside the Acidgreen developer team, we formulated a sitemap that was almost similar to our previous website, but we implemented stronger features such as an interactive store locater map, stronger search and filter functions.
Upon research we found that Baku had 2-3 personas ranging from young women at around 18 to 45+
Their job titles ranged from student to full time worker, to stay at home mother.
Goals and needs include lifestyle, holidays and feeling fashionable.
Behaviours and beliefs ranged from spending hours weekly online shopping/browsing, is heavily influenced by bloggers, has ongoing trust with well-established brands.
Prototyping and testing
Working alongside Acidgreen to ensure the elements on every page sit well, are responsive and interactive. Ensuring variants and collections were labelled to display correctly upon filtering products. Acidgreen and Baku each went through the process of their own testing on a variety of scenarios - particularly the flow of visiting the website, narrowing down a search through filter functions, selecting a product, selecting product variants such as size and colour, adding to cart and fulfilling the sale all the way to the end.
Stakeholders wanted to remove the iconic Baku blue from the nav menu as it often clashed with the content constantly being uploaded.
Clean and minimal fonts were used to emulate the current trends amongst e-commerce sites.
Finalising the UI + Atomic Design
Simplifying the design style guides and produce Atomic Design Principals to speed up the development process and to reduce duplication of coding.