UI Homepage Redesign

Role:
UI Designer

Year:
2019

Client:
Ann Taylor

Project

The homepage redesign for Ann Taylor aimed to refresh the brand's online presence, improve user engagement, and drive conversions. The objective was to create a visually appealing, user-friendly, and responsive homepage that aligns with Ann Taylor's brand identity and meets the needs of modern shoppers.

Design Process

1. Research and Discovery:

  • User Research: Conducted surveys and interviews with existing customers to understand their preferences and pain points.

  • Competitive Analysis: Analyzed competitor websites to identify best practices and opportunities for differentiation.

  • Analytics Review: Studied website analytics to understand user behavior and identify high-traffic areas and drop-off points.

2. Information Architecture:

  • Developed a new information architecture to improve navigation and access to key content.

  • Prioritized content based on user needs and business goals.

3. Wireframing:

  • Created low-fidelity wireframes to outline the basic structure and layout of the homepage.

  • Focused on simplifying navigation and highlighting important sections such as new arrivals, bestsellers, and promotions.

4. Visual Design:

  • Brand Alignment: Ensured the new design reflected Ann Taylor's sophisticated and timeless brand aesthetic.

  • High-Fidelity Mockups: Designed detailed mockups using Figma, incorporating elegant typography, high-quality images, and a refined color palette.

  • Interactive Elements: Included interactive features like image carousels and hover effects to enhance user engagement.

5. Prototyping and Testing:

  • Developed interactive prototypes for usability testing.

  • Conducted user testing sessions to gather feedback on the design's usability and appeal.

  • Iterated on the design based on user feedback to improve functionality and aesthetics.

Key Design Features

1. Clean and Elegant Layout:

  • Created a visually appealing layout with a balanced use of whitespace to enhance readability and focus on key elements.

  • Used a grid system to maintain consistency and alignment across different screen sizes.

2. Intuitive Navigation:

  • Simplified the navigation menu to include clear and concise labels, improving ease of use.

  • Added a sticky header to provide easy access to navigation options and the shopping cart.

3. High-Quality Visuals:

  • Incorporated high-quality images and videos to showcase products in a visually engaging manner.

  • Used lifestyle imagery to connect with the target audience and highlight the brand's aesthetic.

4. Highlighting Promotions and New Arrivals:

  • Designed dedicated sections for promotions, new arrivals, and bestsellers to draw user attention.

  • Implemented dynamic banners to feature the latest offers and seasonal collections.

5. Responsive Design:

  • Ensured the homepage design was fully responsive, providing a seamless experience across desktop, tablet, and mobile devices.

  • Optimized loading times to improve performance and user satisfaction.

Results and Impact

Metrics:

  • Engagement Rate: Increased by 35%.

  • Bounce Rate: Decreased by 20%.

  • Conversion Rate: Improved by 25%.

Reflection and Learning

The homepage redesign for Ann Taylor successfully revitalized the brand's online presence, resulting in improved user engagement and conversion rates. This project demonstrated my ability to blend aesthetics with functionality, creating a user-friendly design that aligns with business objectives and enhances the overall user experience.

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