UI DESIGN
Client
Ann Taylor
ABOUT THIS PROJECT
UX Challenges
Upon the UX audit the team verified that despite the website being very functional and easy to navigate, there was an opportunity to rethink the home page layout and top navigation. It was confirmed that the consumer wasn’t engaging with most of the buttons in the top navigation especially on desktop.
From a brand voice standpoint, the old layout made the brand look dated and didn’t reflect the elegance that distinguishes Ann Taylor from its competitors.
Requirements
The website needs to reflect the brand’s aesthetics.
Top navigation should be user-friendly.
Home page needs to increase user engagement.
My Role
When it comes to the design, my goal was to maintain a very easy and straightforward user journey on an interface that looks up to date with 2019 and exudes the same high-end feel like the fashion house – increasing the user’s engagement through digital storytelling.
Design Tools
Adobe XD, Sketch, Photoshop