Website Design

1. ECommerce Menswear Responsive Website

Client: Gray Finn (GF)

The Problem: There are no U.S. luxury brands designed for larger size men (LSM) with their particular size and fit requirements. LSM are limited to “Big and Tall” men’s stores with little variety/style. Yet, the average American man keeps getting heavier (198 lbs. today vs. 166 lbs. in 1960s). Designed an ecommerce, Shopify, responsive website for an emerging luxury menswear brand for larger size (2X-4X) men in time for the holiday shopping season. Created an online brand experience that conveys that large size men should be able to wear clothes that "fit right, feel luxurious and look relevant."

HOMEPAGE DESIGNS, DESKTOP & MOBILE.

Website Design

2. Solution

Luxury Brand Look & Feel: Designed a site that looks/sells high quality clothes using beautifully branded, "lifestyle" product photography (modeled by large size men: target users) and complementary product descriptions. Created a modern minimalist site design (black & white colors) with ample white space: hallmark elements of luxury sites. (Competitive analysis & NNGroup)

Demonstrated the fit benefits of buying GF clothes on the "Fit Guide" page. (NNGroup)

Upfront Pre-Order Disclosures: Explained on "Product" and "Pre-order Policy" pages. (NNGroup)

Created Informational & Well-Organized Product Pages with clear page & UI design, info hierarchy (photos, name, price, size), with consistency across all products including brand language making it then easy to compare info on category & listing pages. (NNGroup)

PRODUCT PAGE DESIGN, DESKTOP & MOBILE.

Website Design

3. Outcomes

Holiday Shopping Deadline: Completed design of the ecommerce, Shopify, responsive website in time for pre-holiday and winter sales.

Branding Language Changes: Site initially designed without it labeling the clothes as "Big & Tall" menswear since these categories are perceived as negative instead of a body positive shift in culture. Pre-launch, CEO felt that the larger size models wearing the GF clothes made it obvious it was for larger size men. Post-launch, did a quick guerilla usability study with some target users to refine brand language adding: a modern-day "large size man.” Also for better online search.

User/Blogger Site Review by Chubstr.com promoting Gray Finn luxury brand, fit, etc., for larger size men. Posted two months after site launch.

DESIGNED BRANDED VISUALS SHOWING THE EXPERIENCE OF BEING A GRAY FINN MAN.

Website Design

4. Role: Product Designer

Business Research: Interviewed founder & CEO and conducted competitive analysis. McKinsey & Co.: interest in plus-size fashion has tripled since 2016, brands are rapidly responding towards a body postive culture by designing for larger sizes.

User Research: Due to the fast turn around, used CEO's market research to launch site. CEO is a plus-size man who couldn't find quality large size clothes. User is a 30 year old man: black men have the most money to spend, then Hispanic and white.

Developed Content Strategy with CEO: Customized the IA, UI & visual design system to tell the brand and product story.

Selected Tech & Template (Shopify) with CEO and customized them for brand & user journey.

Project Managed the site built.

QA The Site to ensure the functional components and layout could be read across browsers and devices.

CATEGORY PAGE DESIGN, SWEATERS, DESKTOP & MOBILE.

Website Design

5. Who I Worked With

Gray Finn Founder & CEO and Production coordinator.

FIT GUIDE PAGE, DESKTOP, SHOWS THE DIFFERENCE IN THE CURRENT MARKET JACKET VS. THE GRAY FINN JACKET.