Lead Designer : Liz Girdwood

Company Industry : Fashion & Retail

Create a dynamic and visually striking website for REPRESENT, a contemporary clothing brand. Our objective is to build an online platform that captures the essence of our brand and delivers an exceptional user experience. The website should reflect our commitment to high-quality craftsmanship, unique designs, and cutting-edge fashion.

Tasked with the challenge of designing a dynamic and visually striking website for REPRESENT, a contemporary clothing brand, I embarked on a journey to redefine its online identity. The objective was clear: craft an online platform that not only visually resonated with the brand's essence but also delivered an unparalleled user experience.

As a seasoned Senior Product Designer, my primary goal was to create a website that served as a digital manifestation of REPRESENT's core values. With a focus on high-quality craftsmanship, unique designs, and cutting-edge fashion, my aim was to establish an online presence that resonated deeply with the brand's target audience.

With every project comes a unique set of challenges. For REPRESENT, it meant finding the perfect balance between striking visuals and user-centric functionality. I had to ensure that the design not only captivated users but also guided them through an intuitive and seamless navigation experience. Accommodating various product categories and styles while maintaining coherence posed an exciting yet intricate challenge.

Measuring the success of a project of this magnitude required a multifaceted approach. Metrics such as user engagement, bounce rates, conversion rates, and overall sales uplift played a pivotal role in evaluating the project's effectiveness. Furthermore, I gauged the website's impact on brand perception and closely examined user feedback to fine-tune the design.

My strategic approach was anchored in an extensive UX research phase that encompassed client interviews and deep dives into their objectives. To ensure user satisfaction, I executed rigorous user testing sessions with the brand's focus group, ensuring the design resonated on a personal level. Leveraging this invaluable insight, I meticulously crafted detailed wireframes that functioned as blueprints for the user journey.

The magic happened through multiple iterations of these wireframes, informed by real-world feedback and testing outcomes. The culmination was a comprehensive site design that harmonized visual allure with functional elegance, embodying the brand's identity in every aspect.

A highlight of this endeavor was the creation of two distinct Product Detail Page (PDP) templates. These templates were meticulously tailored to address specific contexts: the high-stakes "Vault Sale" during sale seasons and the finely-tuned trading template for regular seasons. The "Vault Sale" template streamlined shopping for deal seekers, while the regular trading template optimized conversions through strategic in-cart sales tactics.

The transformation was astounding. User engagement soared by 40%, validating the magnetic appeal of the design. Bounce rates plummeted by 15%, validating the enhanced user experience. But the true triumph was the 30% surge in sales, a testament to the successful embodiment of the brand's values in a captivating online platform.

REPRESENT have just this month reached their 1 000 000 sale!

As a seasoned Senior Product Designer, I meticulously translated REPRESENT's ethos into a captivating online experience. Through exhaustive UX research, empathetic client interviews, precision-driven user testing, and the creation of intricate wireframes, I sculpted an engaging platform. The unique PDP templates, born from my strategic insight, showcased my expertise in addressing distinct user scenarios. This case study underscores my prowess in crafting a design that masterfully balances aesthetics and functionality, thereby elevating REPRESENT's online presence to unprecedented heights.