We focused on a global visual refit and a deep user experience enhancement.The redesign should aim to solve ray-ban.com most important issues and to leverage on Ray-Ban strategy to increase revenues during the holiday season.
Brief includes a luxurious and premium experience on the whole website, achieved by great storytelling, visual consistent brand identity, intuitive ux and eye catching contents.
The contents are arranged vertically and grouped in sections, now with different font hierarchy. An assymetric layout based on a triple overlapped grid allows to have dynamic flow but still structured.
Overlapping texts and images is a technique from editorial field, in this case is used to give freshness to the page.
Since Ray-Ban sells more than 2k of products online, the navigation is divided in steps to narrow down the results and creating a natural navigation flow to reach all products. The 4th step contains a hint with the most relevant products before "view all" CTA, to give a chance to get the right item as quick as possible.
eCommerce / Ux
Ux paths, mobile and desktop prototypes
Exam PDF
(86mb)
Mobile prototype