Tori Richard
2023
WEB DESIGN
Tori Richard, a clothing retailer rooted in the Archipelagos, Sought assistance in expressing their fresh rebrand across an ecommerce Website.
Discovery
The discovery phase is the period when we familiarize ourselves with the client, establish a mutual understanding of the project's objectives, and formulate a strategic plan. This process, which spanned several weeks, involved distributing questionnaires to key stakeholders, conducting interviews with them, and prioritizing initiatives.Research
The research stage of this project was thorough and involved multiple key activities. These included examining data and analytics, studying the target demographics, evaluating the existing website, redesigning the site's information architecture, and conducting an analysis of competitors.Concept
During the project's concept phase, we focused on creating behavioral maps and customer journey diagrams. We also developed three iterative versions, showcasing how the new branding might be distinctly represented across the website. This included the development of typography and color styles.Design
The design phase begins with initial sketching, followed by the creation of wireframes using Figma. We then enhance these wireframes by incorporating the chosen concept, typography, and color style. This phase is highly iterative, involving close collaboration with the development team and stakeholders for their approvals and the eventual handover of the designs.Discovery & REsearch
The discovery phase for this project involved a series of workshops with the client. Through these sessions, we developed a comprehensive strategy and made informed decisions about the site's priorities. This was achieved by employing research methods, journey mapping, and restructuring the website's information architecture.
From Sketch to Wireframes
In my design projects, I consistently utilize both digital and physical methods, and this project was no different. I engaged in various initial activities such as sketching concepts, card sorting, and drafting on my whiteboard. These preliminary steps laid the groundwork for the digital wireframing we conducted in the wireframing phase. The outcome of this process was the development of prototypes ready for client review.New Branding, New Concept
The clients aimed for a website that not only aligned with but also enhanced their brand, similar to the impact of their new branding on their products and physical retail stores. To achieve this, I created three unique concepts, each reflecting the new branding in different ways:"Fashion Narratives," featuring an editorial-style design."Artisanal Minimalism" utilized ample whitespace to highlight and elevate products."Material and Texture" is characterized by a collage and layering-style design system.
While the client appreciated all three approaches, they ultimately proceeded with "Artisanal Minimalism."