With a strong design direction already in place for Stonz, coupled with a tight timeline for turnaround, I jumped right into the Interface Design for the store-front to establish a more contemporary look and feel. With Stonz realizing they needed to get on board with a mobile friendly eStore, I started the home page with a mobile-first approach creating a flexible ad spot layout working with real-text that would remain readable and have the images legible on all devices. I advocated for keeping real products on the home page for browsing and shopping as well as simplifying their navigation structure.
Being a supplier of a clothing brand means that you need to stay on trend and change your promotions for seasonal material often. I gave the Stonz team multiple different options for their hero layouts that would maximize the potential for their marketing messages as well as the array of photography options at their disposal.
I went through multiple iterations of the desktop header to come up with the compositon that made the most sense for the Stonz team. There was a lot of information hiding in the original eStore header which was confusing to shoppers. Fitting in a language changer, currency changer, returning customer functionality was important. I advocated for a header that had the most simplicity so that we could focus the message on browsing and converting shoppers, while giving their main menu room to breathe so it would work well in different languages (seen below in german).
The old site was layered in obscure content around their award winning shoes. Customers had a hard time underestanding the sizing and sole features completely unique to Stonz. By stripping the content down to necessary descriptions, and creating hierarchy in the information I created clarity and kep the customer focusing on the browsing experience that comes with shopping. They are now more easily able to find a size chart, see videos and photos, and digest the details that make Stonz stand out.
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