Helmut Lang Website Homepage Wireframe V.02 (Above)

In my MA Final Project I worked on a concept for the rebranding of the fashion brand Helmut Lang. We did not deeply explore digital strategy so I am going back and considering how we would have conceptualised the Helmut Lang website, starting with the homepage.

This wireframe shows the second iteration of the Homepage (above the fold).

The first iteration explored the idea that the brand is minimalist and conceptual, with a key focus on seasonal Projects (or campaigns). In this iteration, I respond to my second round of testing, which revealed the need for the Homepage to present the key campaign but also give more opportunities to shop and interact with other sections of the website and other products, directly from the Homepage.

When testing, the users found it useful and delightful to scroll down and discover products and shop the collections from the Homepage, but they had to scroll all the way back to the top to access the navigation bar and Search. Therefore in this iteration the navigation is sticky.

Again, the main banner links to the latest campaign (image 1), the Collections page (image 2) and Fragrances (image 3).

The images below create a richer user journey. The user can shop the campaign as before, but in this iteration there are also banners that direct to different Collection pages (eg. New Deliveries). They can directly shop featured products, and carousels of product allow the user to shop other products (also shown on models). The text banner remains as an important branding feature with a CTA that adds to the userflow, as well as enhancing the campaign communication.

Finally, the Footer section.