My Involvement – Lead UI Designer, UX Researcher, User Interface Design, Art Director, Lead Visual Designer
Date Completed – Mid 2017
“I want the new website to inspire parents to spend money and feel like they made a good investment on a STEAM toy that will give the gift of learning.”
Although looking into research data created by our competitors gave us great insight, it still didn’t give us the entire picture of our market. To do so, we would have to perform our own primary research which included taking the time to conduct online surveys, personal interviews, and to develop personas and user scenarios to better understand our end users. These approaches are extremely fundamental to our process.
With a brand belief that ‘fashion is about looking exquisite and not giving a fuck’, we realized we could align the BB Dakota brand with a specific millennial woman: one that is fashion forward, has an irreverent personality, and wants to live in their clothes, not just wear them.
By telling brand and product stories centered around the experiences that you have in clothing, and not the actual garments themselves, we could establish a position and point-of-view that differentiates and connects with a like-minded culture of individuals.
Personas of the typical Little Einstein Shopper/User
SiteMap and User Flow
Web and UI Design
Mobile Minded (Responsive UI Design)
UX Research Rose Bender, Ariana Ijaduola, Najma Dawood
UI Designer Ariana Ijaduola
Visual Designer Ariana Ijaduola