Driving brand experience from concept to conversion

Client:

I increased customer conversion by developing a website, branding and launch strategy to make this service frictionless for both the client and an accessible service for customers to breath life back in to their favourite pair of kicks.

Challenge: Sneaker aficionados couldn’t access professional services to take care of their trainers.

Project: I wire-framed and built a mobile first web application.

Results: Secured over seventy pre-launch leads and five customers in the first two days.

My process

Ideation
Wireframing
Testing
Solution

Ideation

I took inspiration from the home of street style – 1980’s New York, for the experience of the website. Combining the sterile nature of a laundromat with the artist nature of graffiti gave a striking juxtaposition for the visual design.

Website moodboard

1. Taking vibrant colours from 1980’s New York’s laundromats gave users a modern and energetic experience

2. A balance between geometric form and art inspired the typography striking a unique visual identity

3. The function of the design was influenced by the classic Cortez sneakers – blue for action elements, red for decorative elements

4. To bring more depth to the experience I took inspiration from the neon signs at laundromats for the grafitti gifs

Wireframing

I designed the website mobile first as the majority of traffic would be driven from their Instagram account. The web application facilitates both new and advanced users with a convenient call to action to place orders.

Low fidelity wireframes

1. Instragram was identified as the main traffic driver for the website so the design was created mobile first

2. A clear hierarchy of information was developed to ease the consumer’s journey through the website

3. I reduced the users’ cognitive load with the repetition of available services in the content and the booking form

4. Each page was designed with a clear call to action and link to the booking form to ensure highest conversion rates

Testing

Guiding the UX testing phase for a sneaker cleaning service’s web application was an enriching endeavor. I orchestrated the process, observing users as they interacted with the interface. The application’s design elicited enthusiasm, effectively capturing the essence of sneaker culture through visuals and layout. While overseeing navigation, I pinpointed a minor confusion in service selection, promptly taking note for refinement. The booking sequence, conversely, flowed seamlessly, offering transparent pricing. Facilitating this phase underscored the importance of user-centric design and revealed actionable insights to optimize the overall user experience.

Solution

Crafting the UX solution for our mobile-first sneaker cleaning service web application was an invigorating challenge. Prioritizing streamlined navigation and responsiveness, I ensured easy access to essential features like service selection, SEO and webshop. The interface harmoniously blends sneaker culture aesthetics with user-friendly design, promising a seamless experience for enthusiasts. With an emphasis on intuitive interactions, this solution promises to elevate user satisfaction and engagement. Here are the key design elements highlighted.

  1. Designed for mobile first usage the content is optimised for this size and has the key calls to action on the first screen, also easy navigation is included to speed up advanced users of the service
  2. Text optimised for SEO to drive more traffic to the site. Not shown is the blog content which further expands this mechanic to capture share of the market
  3. Following the design system of blue for functional aspects and red for decorative content this reduces the user frustration by following this convention throughout the design
  4. Easy booking system for users to quickly request service, again following the design system of blue for interactive elements
  5. The webshop content also follows the design system with a more subdued blue to not draw focus and also a secondary button to prioritise the users tasks of sneaker service as the primary goal while navigating the application
  6. The solution also includes an Instagram widget in order for the owners to easily update completed projects without web design expertise

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