INDUSTRY:
ART & DESIGN
CLIENT:
CANAL
YEAR:
2023
EXPERIENCE:
UX/UI DESIGN
Canal is a Brazilian clothing company known for its stylish and contemporary women's fashion. The company offers a wide range of apparel, including dresses, tops, pants, and accessories, designed to cater to modern, fashion-forward women. Canal is recognized for its elegant designs, high-quality materials, and attention to detail.
Challenge
Canal approached us with the goal of redesigning their e-commerce platform to reflect their brand's new identity through a cohesive and engaging online 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 three phases of Design Thinking: discovery, ideation, and implementation.
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
ideation
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.
implementation
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 decided to emphasize what makes the brand stand out among other Brazilian brands—the quality and boldness of their products. This led us to prominently display large images on the homepage, occupying a significant portion of the viewport.
We chose a modern sans-serif font for the typography, which maintains focus on the images and complements the brand's youthful and bold campaign fonts.
The color palette consists of sober tones—black, white, and gray—to keep the focus on the products. By working with square component axes and layout, combined with product photos, we successfully conveyed the brand's class and boldness.
