INDUSTRY:
FASHION
CLIENT:
BAW CLOTHING
YEAR:
2024
EXPERIENCE:
UX/UI DESIGN
Baw
BAW Clothing is a contemporary Brazilian fashion brand known for its urban and streetwear-inspired designs. Catering to a youthful and trend-conscious audience, BAW offers a wide range of apparel, including t-shirts, hoodies, jackets, and accessories. The brand is recognized for its bold graphics, vibrant colors, and innovative designs that reflect the dynamic lifestyle of its customers. BAW Clothing has quickly gained popularity in Brazil's fashion scene for its unique style and commitment to quality.
Challenge
Baw positions itself in the market as a bold and outspoken company, as their slogan states, "we make noise, not fashion." They wanted their e-commerce platform to reflect this vision while offering a cohesive and engaging user experience.
My role
As the Product Designer, I collaborated closely with the Lead Designer on this project.
My responsabilities
I worked on the discovery process, sketches, prototypes and final screens.
design process
We followed the Double Diamond
discovery
In the discovery phase, we focused on understanding the client's requirements and pain points. We conducted a workshop using the business model canvas to gain a comprehensive understanding of the business, including its motivations, goals, unique qualities, and target personas. Additionally, we provided visual references of websites to help the client visualize and brainstorm ideas for their e-commerce platform.
PERSONA
define
After analyzing the insights from the workshop and considering the references, we began sketching the initial design for the homepage. We met with the client to discuss the new UI proposal, ensuring alignment with their vision. Concurrently, we designed the website workflow to define the user experience for navigating the e-commerce platform.
ideate&prototype
Once the workflow and visual specifications were approved, we divided the screen designs for both mobile and desktop into three sprints. This approach ensured organized and efficient work that consistently met the client's expectations.
results
We translated the brand's identity, characterized by its streetwear aesthetic, into the website design. We enhanced the checkout process using the VTEX system, a SaaS (Software as a Service) e-commerce platform, customizing it to reflect the brand's identity.
We chose a sans-serif typography with varied weights to convey the bold and streetwise personality of the brand. The layout was designed to create rhythm and break predictability, aligning with the brand's unconventional style.
Colors were used thoughtfully; they initially appear neutral but interactively emphasize signals and actions. The brand's strong visual communication through banners and images was allowed to speak for itself, ensuring the website truly represented Baw's unique identity.
