The challenge to creating ElineSwimwear, a swimsuit e-commerce, was finding a solution to various problems highlighted by research of the saturated market: What makes my brand unique? How do I find my own voice? How do I translate into my brand the little things that make me who I am? How do I differentiate my designs from similar brands?
Failure by Design
AVOIDING THE TEMPLATE CLUB
One of the research conclusions was a repeated trend by designers who placed all their thought and effort into their designs but settled for a generic, templated e-commerce, which erased all their nuances, when building an online store.
PRODUCT OF YOUR OWN DESIGN
I wanted the app design language to tell the same story as the well-thought-out swimwear design, which had a certain language to it consisting of colors, words, and shapes. I also wanted to find a way to communicate this language to the e-seller audience.
Consistency is King
A HAND CRAFTED ADVENTURE
In the space of six months, three leading ladies have taken the spotlight: Jaina Proudmoore, the Alliance mage who will act as the final boss of the upcoming Battle of Dazar’Alor raid dungeon; Sylvanas, the undead Warchief of the Horde; and Queen Azshara, leader of the serpentine naga and big-bad-in-the-shadows. Each got her own Warbringers short this summer leading up to the launch of the expansion. These are definitely not your girl-next-door storylines either.
Standing out from the Crowd
NOBODY PAYS ATTENTION TO MY STORE
The solution was creating an e-commerce store that would not be an obstacle to seeing the design behind it but would be a part of the brand, an integral part of the experience. This would create a shopping experience that reflected the brand by translating the design components between media. The thought process behind a well-designed product was reverse engineered and reassembled as an app by creating custom icons, colors, type, and microcopy with the e-seller in mind.