Bringing to life the vision of sustainable fashion e-commerce
Role: Experience Strategy, UX Design, Workshop Facilitation, Prototyping, Visual Design and Branding
Cloe is an early stage start-up that aims to disrupt the fashion e-commerce landscape and co-create with customers to support local economies and take collective action towards sustainable fashion.
While the vision and passion were clear, Cloe needed to conceptualise the product starting with a mobile App, create an interactive prototype and a Brand concept. This would enable engagement with potential customers for feedback and learnings, and with investors by demonstrating the idea clearly.
Using vision to build the foundation principles and character of the experience, before designing.
My work began by working closely with the founder in a cross-functional partnership to understand her vision and the drivers behind her passion for sustainable fashion. This user-centered design process laid the foundation for the core design principles and the "character" of the company that needed to be present in the experience.
Additionally, together we researched and analysed competitive products to understand their strengths, weaknesses and to better conceptualise the differentiating factors of Cloe and of the product - simplicity with focus, space for the brands to show their character not only the clothes, and a personalised experience where it matters.
Bringing to life the vision of the experience, through iterative design, close collaboration and speed.
With these principles in mind I began by outlining the necessary experience elements and content, that became the basis for the design of the architecture. Low-to-medium fidelity wireframes allowed constructive sparring and iterations with the founder on the Experience flow, Content and IA, before moving to high-fidelity prototyping and visual design. This created a streamlined flow despite the high pace that we were moving at.
The iterations allowed parallel discussions with the founder about the visual identity envisioned. From there I created a visual language that was used in the detailed design of the application. With wireframes solidified and an identity, I developed the final UI and worked on interactive prototypes of the most important flows. With the continuous and close collaboration with the founder, Cloe was brought to life.
Tying it all together as one brand concept to start engaging potential customers and investors
The work around the principles, experience and prototype, had already created the foundations for the Brand concept. I designed a logo and along with the colour palette, formed the basis of a brand guide and a PowerPoint template design for use in investor presentations. The product design work and prototype had also set the basis for a scalable design system to be optimised later on.
Additionally, I designed a simple website, focusing on the core value proposition, the mission and the need to approach investors. All these elements created a unified brand presence that enabled Cloe to enter the market with a clear voice and mission.
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