GHD
ghd required a new commerce website for global international audiences fit for transactional and non transactional sites.
GHD
ghd required a new commerce website for global international audiences fit for transactional and non transactional sites.
A new e-commerce website that could be deployed across both European and Asian markets. The mobile experience was a key focus in this instances as it accounted for around 90% of their traffic.
As part of the process we ran an in-depth Discovery period over 6 rainy weeks in Leeds where we obtained a true understanding of business priorities, visions for the future and stakeholder aesthetic preferences. It was important to air this early on together, so build empathy and understanding within the client team, as well as our own. In order to diversify the process and keep people engaged, we used activities like creating components that the team could cut out and create either mobile or desktop pages themselves.
Stakeholders were then asked to present back why they’d made the decisions they’d made. This helped align peoples thinking and expectations and created an open discussion on what they wanted to achieve. This created a great discussion between the stakeholders around new ideas and each others approach.
Micro-animations were considered in the process to provide a smooth and enjoyable user experience. These were designed to be non-intrusive to the journey and to act as an aid to guiding the users attention. Careful consideration was taken around not affecting the performance of the site. Users were predominantly mobile, therefore we considered commuters and the impact of low connectivity when travelling. This meant we used animation in moderation and implemented where it made most sense.
The project pulled in teams from all across the business from the leadership team to customer service teams. This was presented to representatives from each of the global markets at their in London base where we received further insight as to how this affected their local markets. This enabled us to fine tweak any last minute changes to ensure a successful global rollout of the design system.
CLIENT:
GHD
ROLE:
CREATIVE DIRECTION. UX. UI. ANIMATION.