Helmut Lang Mobile Homepage Wireframe 2

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 an iteration of the mobile Homepage. My previous iterations and testing focused on the desktop version.

As with the desktop version, the idea is that the brand is minimalist and conceptual, with a key focus on seasonal Projects (or campaigns). In this mobile iteration, I respond to my testing my paper prototypes, which revealed that users are not motivated to scroll while on mobile because they will usually be on-the-go or browsing with less attention. As with the desktop version the design focuses on the campaigns but also gives opportunity to shop and interact with other sections of the website, and other products, directly from the Homepage.

The main banner links to the latest campaigns.

The images below create a rich user journey. The user can discover the campaigns and new deliveries. They can also directly shop featured products, and carousels of product allow the user to shop other products (shown on models).

The text banner remains as an important branding feature with a CTA that works within the user journey, as well as enhancing the campaign communication.

Finally, useful info in the Footer is hidden and opens with an accordion to preserve space and the amount of information that the user is presented with.