SPRING FORWARDART DIRECTION, UI/UX, VISUAL DESIGNAn editorial campaign page highlighting must-have pieces in her wardrobe arsenal, because every Banana Republic woman has a secret weapon for flattering style.
For the Spring 2017 collection, Banana Republic wanted to highlight 5 key pieces that had unique design details intended to flatter every woman, from a waist-cinching belted dress to a leg-elongating, slim-cut trouser. We were challenged to develop a campaign that explained the customer benefits as well as show the customer how to wear the piece. Giving the campaign an editorial spin, we pitched the idea of a "Spring Style Aresenal" comprised of go-to pieces with "secret weapons to flatter."
INTERACTIVE CONTENTThrough user testing we received feedback that the website felt too 'static,' so I explored more subtle opportunities to discover secondary content using interactions, such as swiping for additional images on mobile and hover states on a desktop. We found that users who felt "in control" as they explored content led to a higher engagement.
DYNAMIC PRODUCT SLIDERBecause the strategy suggests additional product to wear with each featured piece, I explored including a product slider that dynamically pulled items from the online inventory. This solution eliminates concerns around product sell-through and the need to update deliverables, while also acts as a tool to transition users from inspirational brand marketing into the e-commerce buy flow.