BANANA REPUBLIC HOMEPAGE REDESIGNART DIRECTION, UI/UX, BRANDING, VISUAL DESIGN
Established in 1978, Banana Republic is an internationally-recognized American sportswear brand known for its modern tailoring, timeless classics, and spirit for exploration. As Digital Art Director, I was appointed to re-imagine the brand's visual identity and develop a new, editorial-driven homepage experience from concept to launch.
I approached the website relaunch similar to launching a new digital product. We held brainstorm sessions to re-assess the brand positioning and goals of the digital experience. I also partnered with the UX team to gather customer insights through user and market research. With these learnings top of mind, I set out to introduce refinements and features that addressed the needs of both the brand and its users.
NO VISUAL HIERARCHYThe homepage lacked any hierarchy other than order on the page. It also lacked a consistent design system, which made it difficult for user's to navigate and digest information.
TOO TRANSACTIONALUsers felt entering the website didn't feel elevated. It felt very marketing heavy, but not inspirational. Added with overbearing promotional offers, the site felt very transactional.
LACKS INTERACTIVITYUsers felt the website felt very static, especially on the desktop. There was no sense of user interaction with the content on the page, making their experience feel distant and boring.
LACKS STORYTELLINGThe website lacked brand personality. There was no one place to have more inspirational storytelling. Users did not come to the website to be inspired, but research showed inspiration can lead to more purchases.
LACKS NIMBLE FRAMEWORKMoving to responsive also addressed a need to be more nimble in how we maintain the website and its marketing. The current design was not modular and required bespoke design/code for every refresh—a constant work driver.
PAIN POINTSI don't know what the brand stands for.I'm not sure where to look.How can I see the newest items?I never make it far enough down the page.The brand doesn't feel like luxury.
EDITORIAL"I want to purchase into a lifestyle."Motivation: Constantly curating their style, Buying into a particular lifestyleNeeds: To be inspiredTraits: Spends time shopping on the weekend, Spends the most when shopping
NEW ARRIVALS"I like to see and find what's new for me."Motivation: Only interested in what's newNeeds: The experience needs to be easy to use to quickly accomplish her taskTraits: Very task oriented
CATEGORICAL"I know exactly what I want."Motivation: Searches for a specific item to augment their wardrobeNeeds: Time is valuable, so wants to find specific product quicklyTraits: "Spearfisher" type shopper, Short on time
SALE"I want to score a great deal when I shop."Motivation: Aiming to purchase more for lessNeeds: Satisfaction of getting a good dealTraits: Willing to work hard to get discount
FLYOUT NAVIGATION• To satisfy our largest customer segment, the New Arrivals Shopper• To create an editorial destination for storytelling for our growing Editorial Shopper• To expand on the fixed navigation with a flyout menu to show more categories for the Spearfisher and Categorical Shopper
FIXED CONTENT WIDGETWe wanted to explore putting tertiary editorial content on the homepage without making the page "feel" longer and allowed for us to surface more ways for the user to shop and explore.