A start up in the luxury fashion space, Olivela is commerce with a cause. The brief was to provide a creative rebrand that felt driven by empathy and powered by a new innovative platform. Providing a modern brand that would grow and support the needs of it’s charity and fashion partners.

The first fully product owned project for the business gave me the opportunity to define the design and research approach, applying a double diamond methodology to allow us to use real feedback and data to solve needs for our customers and charity partners.

I also knew we wanted a robust design system that would work with our move to Contentful that uses components and templates. Working closely with the content and creative teams we were able to build out a component library that worked for them, as well as adhering to best practice and proven design patterns.

Test and learn was built in to the plan, This was quite a big change for Olivela in terms of UI and UX and when conversion is so key to a business it was important to ensure any big changes were for the right reason and not just for aesthetics. I conducted extensive user research to support the solutions and changes i proposed. Workshops, customer interviews and usability testing were a key part of helping us define the updated brand pillars which helped us deliver the new Olivela 2.0. Working with the Creative Director we wanted the new brand to feel aspirational, sustainable, warm and future-proof for the new customers they were hoping to attract. Implementing a clean UI with elements of fluid interaction and animation was important to me to make it feel present in the design and luxury space. A fresh feminine colour palette was also introduced to supplement the new photography direction and help highlight the product offering across the site.

Head of product: Kelly Richards

Product and design Lead: Jenna Patrick

Creative direction: Alexandra St-Amour

Development: Persistant Engineering