Country Road
UX / UI MOBILE REDESIGN
Project Overview
With a partnership with Country Road through Swinburne University of Technology, we were directed to create a new shop window display in their dedicated home outlet store in Albert Park. As lead prototyper and visual designer in the group, I took care of redesigning the Country Road mobile app, to have more of a purpose and invite their growing audience into their Albert Park store.
As part of the redesign, we incorporated a new feature, Visualise, which became our main attraction point of the app. This feature utilised stimulated augmented reality, so shoppers in store could swatch product colours, save wishlists, and checkout through their phone or at the counter.
Timeframe:
6 Weeks
Roles:
Researcher, Visual Designer & Lead Interface Designer
Tools:
Figma (Design)
Understanding the Problem
What the Albert Park store needed was foot traffic, and an inviting window display combined with a captivating app, will ultimately bring the customers they need to spend time and money in store. Considering the location and Country Road’s nationwide demographic of medium to high socio-economic backgrounds, there isn’t an issue of spending money. Rather more an issue of spending the time in store, as Albert Park’s audience has busy commitments with family life. Meaning it is too difficult to shop in store with nagging children, hence diminishing a relaxing and enjoyeable shopping experience.
Key Objectives
Design a cohesive design system along with Country Road’s branding.
Highlight the key Visualise feature to users straight away, so they understand the purpose of the app first.
To be engaging for adults and families (including children) in the store.
To engage children to also have a positive shopping experiences, alongside parents.
Design Process
Selected an autumn theme to showcase the season’s products that uniquely align with Country Road’s style. Developed a consistent colour palette, incorporating deep oranges and dark greens to be used across the mobile app design and reports. I designed all components and layout to follow an e-commerce app display.
Quick Overview:
Through research and observations, we identified that parents are our primary demographic, signifying that children are obviously our second demographic to target our design to. So the Country Road app to be integrated well to supply both parental and child needs of being engaging and informative.
Fulling User Needs:
Thereby, “our digital interface is designed for parents who want to shop with their children but are concerned about keeping them engaged. By reducing children’s disengagement in stores and increasing their interaction with products, the interface aims to create a more enjoyable and engaging shopping experience for both parent and child.” - Team’s Value Proposition Statement.
To achieve our Value Proposition Statement (above), I made sure that the app could be managed by children and operational for children to use by themselves. This meant that parents have to feel confident enough by the app to trust their child/children to responsibly use it.
Solutions:
Therefore, design-wise I went for:
Clean, minimal, warm and inviting feel.
Make the app feel inclusive of the adults and children, and yet both supply a valueable reason to download the Country Road app.
To feel seamless and create ease when shopping with the whole family.
