Ralph Lauren
A visionary responsive re-design
PROJECT OVERVIEW
In response to Ralph Lauren’s RFP, I helped out on the pursuit team to come up with a vision for a responsive site. I worked collaboratively with UX designers and under the direction of our ACD and senior designer. We created user stories, mood boards, sketches and high fidelity comps.
FINER DETAILS: Designed in August 2014, helped with both UX and design, our team consisted of internal studio members and a Deloitte team.
Personas / User Stories
From the research and data supplied by the Deloitte team, our studio team brainstormed to find patterns and concepts. From our brainstorming session, I then crafted a user story for Sara. The story provided structure to the user journey, which resulted in sketches and wireframes.
Sara's story revolves around the concept of creating a wish list. As a result, we designed the component "my closet" to allow user's to curate their own wardrobe, save for later, share with friends and family, and allow Ralph Lauren to suggest similar items. Sara's story revealed the need for accessing the site on a mobile device, or on the go. At the time, Ralph Lauren's website was not responsive. Some of the other PDP requirements that were discovered in the story included, product suggestions / product pairings, product reviews, save for later functionality, user profile, and share.
Sara's Story: "Born in LA, Sara now lives in New York's Upper East Side and is planning her summer wedding on the shores of East Hampton. Sara and her fiance want a wedding that truly relects their casual and chic lifestyle, highlighted with contemporary and sophisticated elements. Sara's days are spent intricately planning the wedding of her dreams. She is constantly on the go. Whether it's meeting with stylists or running across town to meet the florist, her phone is her lifeline for wedding planning.
After an exhaustive search, Sara recently settled on the perfect wedding dress. Now, she is looking for a classic, elegant dress for her bridesmaids to complement the mid-century modern designs of her dress. The majority of Sara's inspiration stems from browsing fashion blogs, Pinterest, and following her favority stylists on Instagram and Twitter."
