Client overview
DAVID.T is a design study of an online luxury fashion label, celebrated for its exquisite craftsmanship and avant-garde designs. The brand masterfully blends classic elegance with bold, fashion-forward aesthetics. The artistic direction remains consistently fashion-forward while adhering to a UI/UX that maintains a modern, clean and sleek aesthetic.
Project Overview
For this project, I designed both the desktop and mobile website for DAVID.T, embracing a minimalist approach. Emphasizing simplicity and elegance, I employed a monochromatic color scheme and ample white space to accentuate the brand's exquisite craftsmanship and avant-garde designs. My primary objective was to enhance user experience, thereby increasing traffic and sales conversion for the business.
Programs Used
Figma, Photoshop, Illustrator
Logo Design
For the logo, I opted for a simple wordmark using the PT Serif font to reflect the luxury aesthetic of DAVID.T. Luxury brand logos often avoid excessive illustration, favoring simplicity to convey sophistication and elegance. The serif font choice enhances the brand's personality and tone of refined opulence.
Color Palette
To maintain a minimalistic and sophisticated look, I selected only two colors for the website.
The background of the website features a pale white color, devoid of graphic elements or illustrations, aligning perfectly with the minimalist approach. This further emphasizes the media to better showcase the brand, craftmanship and interface elements.
Typography
For headers and sub-headers, I selected PT Serif, the same font used for the logo, to ensure consistency across the website. This serif font reflects the sophistication and premium quality of the luxury brand.
For body text, button text, and text beneath product cards, I chose a clean sans-serif font, Work Sans, to ensure optimal readability and maintain a polished, elegant appearance.
Layout and Content Rationale
To align with the sophisticated and minimalistic aesthetic of this website, visual content is prioritized over text. Given that DAVID.T is a fashion brand with a primary goal of sales conversion, the emphasis on photos—particularly of models wearing the clothing—entices customers to purchase products. This strategy enhances the website’s click-through rate to the Product Description Pages (PDP) and maximizes the visibility of the brand’s collection.
Weekly Topseller Section
Immediately following the homepage’s first image, I included a "Weekly Topseller" section. Updated weekly based on the most purchased items, this section introduces regular updates to the website, keeping customers interested about new offerings.
Recently Viewed Section
Towards the bottom of each page, just above the footer, I added a "Recently Viewed" section. This feature shows customers the products they have recently viewed, serving as a subtle reminder of items they may be interested in—a tactic to boost sales.
Product Cards
The product cards feature heart-shaped favorite buttons on the image thumbnails, allowing users to quickly and easily favorite an item. Additionally, colored circles are placed on/below the product thumbnail images to indicate the different colorways available for each item, enabling customers to preview other colors without navigating to the item’s PDP.
Challenges in the Process
I thoroughly enjoyed doing this project very much because it further enhanced my skills in making responsive designs – how an experience of a website could be made adaptable across different platforms. In addition, it has further developed my knowledge in good UX UI practices. Having a beautiful website is great, but that is not the most critical part; the most critical part is creating a user-friendly and user-centric design that allows the audience seamlessly browsing of the website across all different devices.
Reflection
I found this project immensely rewarding, as it further honed my skills in creating responsive designs—ensuring a seamless user experience across different platforms. Additionally, it deepened my understanding of best practices in UX/UI design. While aesthetics are important, I learned that the most critical aspect is crafting a user-centric design that facilitates easy and intuitive browsing across all devices.