Nimbus
2021 E-Commerce WEB DESIGN
I was approached by Nimbus, an artisanal jewelry company to establish the visual direction of their website. With no real branding & identity in place, the client looked to me to help establish visuals that would later inform their brand direction. I was responsible for both the UX and UI processes.
Sitemap
Based on the insights gained from the initial content audit, competitor analyses, and card sorts, I created a sitemap for Nimbus in order to visualize the connections between pages and content.
WIREFRAMES & PROTOTYPING.
Wireframe Prototypes & Usability Testing
After selecting a combination of sketched design solutions, I translated these digitally in XD and created a prototype that was user tested with 5 participants. Users revealed a few lead susceptibilities in the task flows. One of the major issues addressed was the creation of a mega menu that put the products pages first. Clear category indicators made the content digestible for users explore.
Visual Designs
After a stakeholder workshop with the client, I gained additional insights into the Nimbus Brand truths. Based on that, I created a mood board based on the three brand pillars: inclusive, innovative, and fun. I developed a visual tone that is feminine, inventive, and modern conveyed through the use of soft neutral tones, poetic photography, and trendy typography. A style guide was created to ensure cohesiveness across the digital space.
Design Decisions
I developed their visual tone as soft, feminine, and modern.
I applied soft neutral colors to embody the spiritual feminity of the brand.
Conclusion
Content auditing and sitemapping played a key role in restructuring the Deepwater Wind website. In doing so, pages were consolidated and and content was arranged for efficiency. Insights from user interviews also led to design solutions addressing user needs. However, it may have been possible to have arrive at the same conclusion more efficiently by developing more thorough interview questions. Through this experience I’ve gained insights in how I might conduct more effective interviews in the future.