Innovate banking in the name neurodivergence
Responsive Web Design, Government, & Public Sector
UX Research, UI Design, Prototyping, Design System
Figma, Miro, After Effects, Protopie
2 months
Alexandra Molta, Mariko Dreifuss, Suebin Kang
Bridging the gap between collaboration and creativity
4 months
Research, UI Design, Prototyping, Design System, Motion Design
Solo
Figma, After Effects,
CT&D UI Design Scholarship - Nominee
To understand the current brand identity, strategy and target audience I researched the brand's history and guidelines. One of the things that gave me a better idea about the brand mood and positioning was the founder's vision. Davis Factor wants to create a culture. He doesn’t want to exclude anybody and wants to “plant a seed so people could grow". and that means everyone is welcome. These principles lie at the core of the brand: creativity and collaboration.
Smashbox's brand personality and strengths aren't communicated and reflected effectively on their website. Their website also lacks visual hierarchy and style and there is readability and legibility issues throughout the entire site.
Having learned concerns, needs and pain points of the target audience through online reviews, I analyzed the current website to point out what works and what could be improved. The current website looks cluttered and overwhelming upon entering the site. The red is overused and causes strain and makes browsing unpleasant. The all use of caps in body copy and headings is overwhelming, making legibility and readability a problem.
Through the most common task of searching, filtering and adding a product to cart the redesign tackled the most visited screens.
To start the process of design explorations, I mapped out three general directions. I looked at minimal brand websites, bold photography, the typography on packaging and magazines for inspiration.
Archetypes:
Creator 80%
Lover 20%
Adjectives:
Intimate/ Editorial/ Clean
Homepage is a clean layout with some elements highlighted in a signature red. Editorial photography carefully selected to communicate the photo studio aspect of Smashbox.
Search suggestions include most popular product suggestions as well as images for easier recognition of product. Filtering system is simplified and adheres to the signature red and typographic elements.
Icons are seen more throughout the PDP. Icons are customized with a slash to resemble the logo and tie in together the slight edge Smashbox holds. Cards are made to keep information organized and easier for user to navigate through. Reviews were designed into cards to keep a simplistic and elegant look.
