Site Redesign Proposal for Marni

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Transcript of Site Redesign Proposal for Marni

  1. 1. marni.com website redesign proposal Course: CN6042 - Web Design & Development - Fall 2014 Professor: Dr. Maria Roussou Students Lida Rekoumi 173526 Christos Devaris Elena Katsara 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 1
  2. 2. About the brand Marni is an Italian fashion label founded by Consuelo Castiglioni in 1994, who remains as the label's designer. Today, the company produces: ready-to-wear clothing (womenswear, menswear) handbags jewelry eyewear perfumes 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 2 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes " European-inflected bohemianism " quirky, feminine, off-beat, funky " idiosyncratic prints and vintage-inspired shapes and fabrics " juxtapositions of texture " colorblocking; a palette focused on gray, beige, and blue, in which bright colors are interspersed " unusual shapes, such as bell hemlines, gathering, asymmetry, and large volumes.
  3. 3. About the brand By the end of 2012 the majority in Marni was acquired by Renzo Rosso, President of OTB Group, the holding group of Maison Martin Margiela, Viktor & Rolf, Diesel and Staff International. Marni sells clothing in sixteen countries; boutiques locations include London, New York City, Los Angeles, Las Vegas, Beijing, Shanghai, Sydney, Moscow, Kuwait, Hong Kong and Tokyo. Online sales began in 2006 with the brands online store www.marni.com. 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 3 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes
  4. 4. The concept Marni aims to attract both clients and fashion lovers to marni.com. The brands clients are mainly women that fit the profile of a busy, on-the-go woman with a full everyday life. This type of woman 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 4 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes
  5. 5. Motivation The existing websites layout is very complicated and does not have a clear distinction between the shopping area and the experience area. The goal of the brand is to make it easy for the user to chose weather to enter the shop or the experience, more informative area of the website depending on their needs. 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 5 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes
  6. 6. Personas A Persona is a description of a character that the site will be designed for. Acts as a focus for design. A persona encapsulates the most critical behavioral data in a way that designers and stakeholders can: " Understand " Remember " Relate to Personas help the designer of the website to focus on the needs of the user and map in the best possible way the path potential users will follow. 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 6 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes
  7. 7. Personas (Persona 1) Carolina Mazzanti Art Gallery Curator, Milan Moto Its all about art! I express myself through it and so I want my style to do Identity " 38 years old " She lives in Milan, Italy but travels a lot " Married (2 children) " She is very familiar with technology and she uses it in her everyday life. Her best friend is her Blackberry and she never leaves her house without her iPad. 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 7 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes
  8. 8. Personas (Persona 1) Back Story Carolina is a very busy woman. Married and mother of two little children but also a very successful Art Gallery Curator. Her everyday life is divided between her those two equally important for her roles. After finishing her Bachelors Degree in Fine Arts in London, she moved in New York where she completed her studies with a Masters in Arts Management. She lives in Milan with her family but most of the time she travels around the world because of her job. She is always on a hurry and she doesnt have time to shop for herself. She cares a lot about her outfits and she wants to feel stylish and up-to-date yet comfortable. 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 8 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes
  9. 9. Personas (Persona 1) Motivations " She has no time to go shopping " She loves art and clothes that fit her personality " She is a great fan of MARNI and a loyal customer because she believes that fashion fades, only style remains the same and the brand totally supports this idea. " What you wear is how you present yourself to the world, especially today when human contacts go so fast. Fashion is instant language. 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 9 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes Frustrations " Carolina has no time to shop. Therefore she goes online to order her favorite apparel. " She wants to be able to find easily the path to the final order (selection of design, size, add to bag, payment) " She is used to shop online but she always wants very detailed instructions of the procedure. " She shops very often so she aims to find the latest trends online. For her, her husband and her children.
  10. 10. Personas (Persona 1) Use case scenario 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 10 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes Shop Womens New Arrivals Places Order Buys Items
  11. 11. Personas (Persona 2) Lukas Beck Fashion Editor & Blogger, Berlin Moto I am a fashion addict! I love to search, find and spread the latest news. Its not just my job but my whole life Identity " Male " 30 years old " Single " Fashion editor & blogger 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 11 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes
  12. 12. Personas (Persona 2) Back Story Lukas lives and works in Berlin, Germany. He always wanted to become a Fashion designer because of his love in Fashion but he wasnt as talented in designing as he was in writing so he studied Journalism. Loyal to his eternal love, he became a Journalist for fashion and worked in famous Fashion magazines. He travels a lot to attend fashion events and shows and he doesnt have any free time. Because of his job he hasnt been in a relationship for a long time. Lukas is not that familiar with technology as he hates mobile phones (he uses his phone only to call). He owns a personal computer but he uses it only to send e- mails and navigate the web in research for news). 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 12 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes
  13. 13. Personas (Persona 2) Motivations " Lukas is always in need for the latest news from all the famous brands and in constant research for triggers. " He doesnt have much time so he wants to find everything he is looking for easily. " He believes MARNI is one of the most interesting brands of the fashion market and must be followed. " Lukas wants to follow the fastest and easiest path to find information, so most of the times he choses to look on the Official website of the brand instead of secondary news websites. 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 13 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes Frustrations " Lukas is not very familiar with technology and hence not patient when it comes to usability problems. " He is looking for the latest news on the Official website of the brand so the experience part needs to be visible and updated. " He doesnt like complicated layouts. He prefers minimal and to the point designs.
  14. 14. Personas (Persona 2) Use case scenario 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 14 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes Experience Blog
  15. 15. Usability studies The usability testing was conducted using people who correspond to the personas created for the redesign of the website. The results were the following: Users were totally ignoring the experience area of the website (collections, marni group, waffling, anticamera, fragrance and library) They all had the same reaction when the pop-up window for the subscription to the newsletter appeared. They got disturbed and closed the window without even reading the content. Users that were looking to shop faced he following problems: 1. On the page of the product list they found the navigation (vertical scrolling) very difficult to use. 2. On the page of the product cart they wouldnt find the button Add to Shopping Bag in order to conclude the buy. 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 15 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes
  16. 16. Usability studies - Homepage 12/16/14 MARNI WEBSITE - REDESIGN PROPOSAL 16 About the brand / The concept Motivation Personas Usability studies Requirements| | | | |Low-fidelity prototypes Shop and experience are mixed Too much information for a homepage The naming of the blog(WAFFLING) and the magazine(ANTICAMERA) isnt familiar to the average user. The placement of a video on the homepage is not the best choice because it distracts the user from the areas of Interest. The fragrance area is placed between shop and experience on the top/menu bar and thus loses of its value as a premium Item.
  17. 17. Usability studies Product list 12/16/14 MARNI WEBSITE - RE