The Shoe Box

Services: Visual Design, UX, UI

For this concept project, I was tasked with designing a product detail page for a company called The Shoe Box (TSB), a luxury shoe retailer. This template would be used across their website for every shoe listed on the website.

Problem:

How might we give users an intuitive product page to purchase luxury shoes from The Shoe Box?

Goal:

Design a highly flexible product page template that is representative of the luxury shoe brand.

User Persona

Based off of TSB's ideal customer profile, I created a user persona to ensure the product aligned with the client’s user expectations.

Sketches

Results:

After developing the user persona, I began sketching lo-fi wireframes of various components to get a feel for my design direction. I experimented with different layouts and interface patterns for each section of the page.

My design considerations at this stage were the following:

  • Convey a feeling of luxury and elegance

  • Contemporary and minimal

  • Website needs to be intuitive to use

Wireframe

Results:

Once finished with the sketching iterations, I put together a cohesive med-fi wireframe with the aim of reducing the users’ cognitive load through large images and minimal text.

High Fidelity Mock-up

Conclusion:

After a round of feedback and iterations on the wireframes, I was given free reign to establish the base-level brand guidelines for TSB and design the hi-fi mock-up.

Given my deep knowledge of the brand and their ideal user I decided to use the Helvetica Neue for a modern, minimal feel, as well as the flexibility the typeface gives when using varying font weights.

I also wanted to incorporate a sense of balance between content and space on the page, similar to a piece of art in a gallery.

Finally, rather than simply using black and white (which is common for luxury brands), I developed my color palette based off of Renaissance paintings as this time period truly evokes a sense of luxury and sophistication. The red-orange was used as the primary CTA color, while a greenish-black was used as the primary brand color.

Moving forward, I'd recommend testing this mock-up with actual users to determine any pain points, and eventually making an necessary adjustments to enhance the UX to further optimize sales.

This was an extremely fun project to work on - from ideation to high fidelity designing I enjoyed every step of the way.