Banana Republic wanted to shift the brand towards a fashion forward and more digitally savvy customer, but the site experience didn't reflect that. As Global Art Director, I was challenged to re-imagine the brand's visual identity and lead the development of a new responsive and editorially-driven web experience from concept to launch.
LACKS INTERACTIVITYUsers felt the website felt very static, especially on the desktop. There was literally no user interaction or feedback throughout the site experience, making their experience feel distant and unengaging.
LACKS STORYTELLINGThere was a lack of brand point of view, with no destination for brand messaging and values. And although users did not come to the website to be inspired, research showed inspiration could lead to more purchases.
PLATFORM LIMITATIONSThe brand was transitioning into responsive design, but the site lacked a responsive framework and design system. This put strain on both Design and Engineering, often causing bottlenecks throughout the build phase of projects.
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