Lyle Shane
de Lange
Stuttafords is a high-end retailer of branded fashion, apparel, footwear, accessories and cosmetics, within premium shopping malls. Stuttafords features a carefully selected range of local and international luxury fashion brands.
Showcasing products
They tasked me with imagining a luxurious digital space that is both an e-commerce store and an area to showcase specific products and brands.
Improve the experience
The website needed to enhance four aspects:
• How products are displayed
• How content is displayed
• The customer journey
• The buying experience from item selection to cart to purchase
Simplicity with intention
I did not include any redundant or unnecessary information on the design and used the physical space available for featuring and selling products in a stylised manner and ultimately enhancing the users shopping experience.
Inspiration
I drew inspiration from existing high-end brands like Gucci, Dior and Prada, where they post high-quality photos that perfectly showcased the actual product with fashion photography. I incorporated that type of stylised photography into every aspect of the new website – from the homepage to categories and used stylised beautiful product photography with HD lighting effects and reflections for single product displays.
Simplifying the conversion funnel
Users are provided with different pathways to reach conversion and lead generation combined with showcasing certain types of products, brands, visuals, information and specific content flows. This ensures that the website is optimised for all types of users, those who know exactly what they want to purchase and those who want to browse around and gather information before they proceed to checkout.
Results and learnings
The client was very happy with the design but unfortunately the Stuttaford’s group closed down just before the development of this site, but it still remains one of my favourite projects to date.
Scope of work
Discovery
Workshop
Project Planning
Consulting
Strategy
Information Architecture
User Experience
E-commerce
Design
Concept Design
Visual Moodboards
UI Design