Led a brand refresh and created a new website experience
Project details
In 2022, had the chance to collaborate with Capella Apparel, a women’s’ clothing wholesaler, on revitalizing their brand identity and website. The objective was to boost website traffic and ensure a cohesive brand identity across all aspects of its outreach. After developing and launching the products, the outcome was a 30% increase in website traffic.
My role
UX Designer
Web Designer
Team
Harrison Chang
James Jang
Elizabeth Choi
Tools
Figma
Illustrator
Photoshop
Timeline
3 Months
Solution Previews.
Capella redefined with a new personality and modern aesthetic.
Shopping Experience.
A new way to shop online, designed to make browsing and buying easier and more enjoyable.
Personalized shopping experiences with custom product recommendations and curated collections
01. PROBLEM
Shopping Experience & Brand Identity
Capella’s website experience could have been one of the main sources of sales and customer engagement, but suffered from issues that made it difficult for users to navigate. Additionally, there was a lack of a clear brand identity and visual design system in place, which lead to a confusion and an unstable brand identity.
02. BRAND BOOK AND WEBSITE
Traditional & Modern Feel
The new logo embodies Capella's evolution. It retains a timeless feel that reflects their history, but with a modern twist that signifies the ability to adapt and lead the way.
Sophisticated Color Palette & Typography
Many of Capella’s products are brightly colored and highlight the curves of the body. The minimal color palette ducks out of the way to showcase the products and how they look, while still embodying core values.
New Landing Page
Clean and modern interface for effortless browsing & purchase.
All About Capella
New "About Us" page to effectively communicate Capella's core values and the meaning behind our new brand.
05. LEARNINGS AND IMPACT
Always ask for other perspectives
Utilize others’ knowledge and experience. In the beginning, It was hard for me to make confident design choices due to lack of knowledge in the wholesale business. It wasn’t until I discussed the topic with the marketing and data teams that I was able to make informed decisions about the website design. Throughout the course of the project, others continually lended me their knowledge in order to create the best solution.
What comes next…
Impact-testing and iterations. With the new website and brand launch, the next steps would be to test the effectiveness and impact of our solutions. To do this, KPI’s such as time on task, website traffic, and conversion rate should be tested and compared to data from the previous website. Making changes based off of these findings will allow for the best user experience and an increase in website sales.
