Alexa Chung
CONTRACT Nok Studio (Freelance)
ROLE UX & Art Direction
BRIEF E-commerce Redesign
STARTING POINT
The main goal for this project was
to revive online the distinctive character of the brand.
Alexa Chung’s fashion label was in a moment of maturity and more understanding of the brand evolution when I started this project. They needed a vision that put together this new perception of their label and their audience without falling into past ideas of what AC’s was. During the project, the typography & colour palette was changed to give space to this new brand vision.
UX
In order to better understand where to go and the brand itself, I started the project
with accessibility analysis of their current typography and colour palette, making a
thorough competitor analysis to understand where we wanted to go and creating
user journeys and flows to improve the user experience of their past current site.
ART DIRECTION
Setting the intention to engage the audience to AC’s world
with full-bleed imagery and movement through videos for
an immersive experience.
HOMEPAGE
I worked on a set of components to have flexibility and the possibility
to easily update the layout with no effort depending on their needs.
HOMEPAGE VARIATIONS
Videos & gifs
through the journey
LISTING PAGE
COLLECTIONS PAGE
COMPONENTS DEFINITION
An initial components library was defined due to the flexible layout structure.
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