Oddli Redesign
I was really drawn to Oddli's vibrant brand and engaging social media presence, but noticed that their website didn’t quite capture that same energy or story. I wanted to redesign the site to better reflect Oddli’s unique personality and create a more cohesive and exciting digital experience for visitors.
Explore the evolution of Oddli's online identity, where sustainability and style converge to redefine fashion.
Project Goals
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Transform Oddli's website to reflect the brand's unique and engaging vibe, mirroring its captivating presence on social media platforms.
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Streamline navigation, optimize layout, and enhance functionality to ensure a seamless and enjoyable browsing experience for visitors.
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Highlight Oddli's commitment to sustainability and ethical production through visually appealing and informative content.
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Incorporate interactive elements, compelling visuals, and clear calls-to-action to encourage user engagement and drive conversions.
Process
In the process of crafting Oddli's new digital identity, extensive research was conducted, mapping out insights that would guide the design process. From there, findings were translated into tangible wireframes, a mood board, and prototypes, laying the groundwork for an intuitive user experience.
01 Audit
02 Research
03 Wireframe
04 Lo-Fi Prototype
05 Creative Design
06 Hi-Fi Prototype
Site Audit & Sitemap Restructuring
After conducting a comprehensive audit of Oddli's website, areas for improvement were identified to enhance user experience and streamline navigation. Utilizing these findings, a new sitemap was crafted, ensuring that all content was accounted for and restructured to provide clarity and accessibility for visitors.
Persona
Meet Emma: The Eco-Conscious Fashion Enthusiast
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Age: 25
Occupation: Graphic Designer
Interests: Sustainable fashion, ethical shopping, vintage clothing, social media trends
Values: Environmental responsibility, transparency, supporting small brands
Pain Points: Difficulty finding fashionable and sustainable brands that are affordable and have clear ethical practices.
“I want to support brands that care about the environment as much as I do, but finding something stylish and ethical can be tough. I just want to know what the brand stands for, without having to dig around. It should be clear how they make their clothes and what their values are.”
Emma’s Goals:
Discover brands that align with her environmental and ethical values.
Easily browse and purchase unique fashion items.
Understand the origin and sustainability of the products she buys.
Emma’s Needs:
A clear website that highlights Oddli's sustainable practices.
A seamless, intuitive shopping experience.
Easy access to product details, including materials and production processes.
Insights from Research: Shaping Oddli's Digital Evolution
Discover the insights that drove the redesign of Oddli's digital presence.
Audience Analysis
Found that Oddli's audience consists of environmentally conscious consumers, predominantly young adults aged 18-35, who value ethical production practices and unique, fashion-forward designs.
Competitive Analysis
Identified key competitors in the sustainable fashion space, documenting trends such as minimalist design, transparent production processes, and community engagement, which informed design decisions to differentiate Oddli's website.
Direct Competitors:
Indirect Competitors:
User Experience Audit
Uncovered usability issues like confusing navigation and lack of visual hierarchy.
Content Review
Found that the existing content lacked clarity and cohesion, with insufficient emphasis on Oddli's sustainability initiatives and brand story.
Wireframes
Translated research and audit findings, into paper and digital wireframes to plan Oddli's redesign.
Paper Wireframes
Digital Wireframes
LoFi Prototypes
Translated wireframes into low-fidelity prototypes. These prototypes serve as the blueprint for the redesigned website, allowing for early testing and refinement before diving into the finer details of design.
Crafting Oddli's Visual Identity
During the redesign, I found that Oddli had no formal branding kit, so I took creative liberties in creating one that captured the brand's unique vibe. I selected colors, fonts, and visual elements that aligned with Oddli's vibrant personality and commitment to sustainability.
Mood Board Creation
Various ideas and inspirations came together to guide the journey toward a vibrant and cohesive visual style.
Developing the Branding Kit
Check out Oddli's branding essentials, selected to reflect a consistent and memorable brand experience.
Fonts
Colors
Icons
Hi-Fi Prototypes
Building upon the insights gathered from research, wireframes, and the visual identity established in mood boards and branding kits, this prototype bridges the gap between Oddli’s social media presence and website.
Screens
Evolution of Oddli's Digital Identity
Insights from the Redesign Journey
Consistency Establishes Identity
Maintaining a consistent visual identity across all platforms fosters brand recognition and trust. Aligning design elements such as color schemes, typography, and imagery helps create a cohesive and memorable brand experience.
Clarity Drives Engagement
Clear communication and intuitive navigation are crucial for enhancing user engagement. Simplifying complex information and streamlining navigation paths can significantly improve the overall user experience.
Adaptability Fuels Innovation
Remaining flexible and adaptable is crucial for responding to changing user needs and market trends. Embracing a mindset of continuous improvement allows for ongoing refinement and innovation in the digital space.