Project Description

Research / Content Strategy / UX Design

The Erin Condren brand is renowned for its playful and colorfully designed planners. While these traits have traditionally set the brand apart, they can also be a deterrent for potential customers seeking a more neutral aesthetic. The Focused site exclusively showcases Erin Condren's more minimal product lines. This new eCommerce platform was designed with a focus on streamlined user experience and clean, minimalist design elements.

Establishing a Styleguide

The new typography style for Focused combined the clean and highly legible Gotham font with a more expressive and bold Austin font, strategically used for headers and to add visual hierarchy.

While bright color plays a pivotal role in defining the Erin Condren brand, the Focused site adopts a more subdued color palette. This results in a refined and sophisticated visual design while maintaining the brand's identity.

Homepage Design

The homepage was designed with a clean and simple visual style to ensure a streamlined customer journey. Its light and intuitive layout quickly directs attention to our primary categories. Additionally, a comprehensive style guide was developed for photography, ensuring cohesive imagery throughout the entire website. This photography features a strong focus on individual products, avoiding over-styling or upselling additional items.

Simple Navigation

Aligning with the overall design philosophy, straightforward navigation was a pivotal consideration on the category pages. Distinctive, large headers prominently identify each category, while uniform product photography and dynamic angles engage and guide users down the page.

Clean UI

The product detail pages continued this refined UI style, maintaining our clean and intuitive design. Prominent headers clearly defined each product name, while high level features were called out with relevant iconography. Descriptions were thoughtfully crafted to be concise yet informative, enhancing the overall user experience with clear, digestible content - all aimed at quick customer conversion.