Shades by Eric Kuster

Revamping a luxury brand's online presence

The client approached me with the need to revitalize their existing website, which was not effectively showcasing the brand's sophisticated image or providing an optimal user experience.

The existing website had several critical issues, including poor navigation, a cluttered layout, and a lack of mobile optimization. The primary goals of the project were to create a visually stunning, user-friendly interface that would enhance usability and increase online engagement and conversions.

Understanding the issues

During the initial assessment of the website, I identified several key issues that were hindering the user experience. The site was cluttered, making it difficult for users to navigate and find what they were looking for. The lack of mobile responsiveness was also a significant drawback, especially given the increasing number of users accessing the site via smartphones and tablets.

To better understand these problems, I conducted thorough research, including user behavior analysis and competitive benchmarking. Through this research, I identified three main user groups: professional interior designers, home renovation enthusiasts, and general consumers. Each of these groups faced frustrations such as difficulty in locating specific products, unclear product categories, and an overall experience that didn’t align with the brand’s luxury ethos.

Developing the concept

The ideation phase involved brainstorming sessions where I explored various design solutions that could address the identified issues while also elevating the brand's image. I created wireframes that emphasized clean and intuitive navigation, as well as a minimalist aesthetic that would highlight the luxury of the brand's products. Key design elements were carefully selected to resonate with the brand's target audience.

I also mapped out user journeys for each identified persona to ensure that the design would cater to their specific needs. The goal was to create a seamless and engaging user experience that would not only simplify navigation but also encourage users to explore the brand’s offerings more deeply.

Bringing it all together

After solidifying the concept, I moved into the design phase. This began with the creation of a comprehensive style guide that would define the visual elements of the new website, including a refined color palette, elegant typography, and high-quality imagery. These elements were chosen to reflect the brand’s luxurious image.

High-fidelity mockups were then developed to provide a clear vision of the final design. I also created interactive prototypes, which were used in client reviews and user testing sessions. This process was crucial in ensuring that the design was not only visually appealing but also functional and user-friendly.

Refining the experience

Usability testing was a critical component of the design process. I conducted several rounds of testing with users from the identified personas to gather feedback on the new design. The testing highlighted areas for improvement, particularly in the product discovery process and mobile navigation.

Based on this feedback, I made iterative refinements to the design, simplifying the navigation and improving the overall user experience. These changes were then re-tested to ensure they met the users' needs and enhanced the site's functionality across all devices.

A successful transformation

The redesigned website for Shades by Eric Kuster successfully achieved the client’s goals, delivering a digital experience that both reflects the brand's luxury identity and provides an intuitive, user-friendly interface. The new design resulted in increased user engagement, higher conversion rates, and a stronger online presence.

This project highlights my ability to create user-centered designs that not only meet client expectations but also drive measurable business results. My approach to blending aesthetics with functionality ensures that future clients can expect innovative and effective solutions tailored to their unique needs.