Homepage Redesign
Role: Freelance Designer | Client: EAF Fine Papers | Project Duration: 1 Month
About
EAF Fine Papers is a high-end, luxury invitation and gift company dedicated to quality, creativity and personal attention.
Before
During COVID events such as weddings, parties and mitzvahs were postponed, leaving the company’s eCommerce business to be the leading revenue driver. I pitched the idea to redesign EAF Fine Papers homepage to deliver a stronger, cleaner and more organized eCommerce presence. Some main objectives were set and focused into two phases based on ease of implementation.
Process
PHASE 1: NAVIGATION
I first generated a list of all the products on the website and using UX card sorting I grouped like items together to develop new buckets and then found the best name to categorize those products.
After everything was sorted, I created the navigation in the back end to limit additional internal expenses on outsourcing.
PHASE 2: HOMEPAGE
The homepage is where I decided to start based on the homepage being a customers first interaction with a brand.
I researched competitors and top eCommerce brands who have a beautiful user experience. The next Phase was to redesign the homepage. I worked through UX Feature list, wireframes and mockups
Using competitor research I came up with a large feature list and using a pairwise comparison I found my visual hierarchy. After finding my general buckets I sketched out a more in-depth wireframe to create the general architecture of each section.
Phase 1 : Navigation Update
-
Before
Shop navigation has no dropdown subdivision
-
After
New homepage and navigation that occurred once you clicked on “SHOP” on the left image. Inconsistency was a main issue that needed to be addressed.
Phase 2: Process
Using competitor research I came up with a large feature list and using a pairwise comparison I found my visual hierarchy. After finding my general buckets I sketched out a more in-depth wireframe to create the general architecture of each section.
Phase 2: Solution
New Homepage design that provides the customer with important information about he brand and what makes it unique versus its other competitors.
Cohesive and modern branding: Up to date branding that reflects the company’s modern yet approachable ethos.
Updated Navigation and footer to help consolidate and organize information.