eCommerce
CB2
Role
My role was Senior Visual Designer. I was the only designer for this product but I worked alongside the CB2 team.
Scope
Led, pitched and designed digital catalog for the 2021 Fall Collection – Kravitz Design by Lenny Kravitz. The CB2 team wanted to recreate print material utilized by their sales team in a digital format that could be viewed independently or within their framework.
Background
Kravitz Design by Lenny Kravitz is a collaboration with CB2, a modern home-focused furniture, and decor company. My team was provided with inventory photos, production elements, a print catalog, and mixed media from the campaign. Given the luxurious nature of the print material, CB2 desired a website that not only featured the entire furniture line but was as grandiose as the featured pieces.
Through developing design concepts and integrating static branding into a digital space, I worked with CB2 to adopt print users to experience a web-based catalog.
Print Audit
I'm a client's first introduction to the program so taking static branding elements and creating an interactive branding guide/UI kit is vital to integrate them into Ceros. This branding is followed by brainstorming, ideating, sketching, and prototyping to create said client's first experience in the program.
Digitalization of Print Media
We wanted to digitalize the print material that we were provided. So I reframed and reorganized that material to fit the natural progression of the physical construction of the furniture.
Evergreen Components
Each section can be a separate component but is unified by a consistent set of visual and interactional patterns. This allows for the uniqueness of print media to not be lost but for the experience to still be intuitive to users.
Analysis
When developing Kravitz Design by Lenny Kravitz, I conducted a competitive analysis across catalogs and websites that would be considered extravagant or had a celebrity at the apex of the product. The primary problem was to highlight the furniture and not the celebrity. Other lines would feature the celebrity at every turn and miss an opportunity to feature niche elements that would lead to sales. My solution was to focus on the texture, fluidity, and quality of the product with splashes of Kravitz throughout the experience.
Unification of Visual Fluidity
This experience was built as a means of exploration so linear design didn't test as well as explorative design. Adding videos of waves crashing to mirror the page movement, moving away from a paginated experience and creating UI components that mirror movement featured in the provide material – unified the experience to the feel of Lenny Kravitz but focused on the product.
High-End eCommerce
Research, personas and user journeys are a large part of eCommerce but luxury adds an extra layer of complication to these process. Exclusivity, identity, style and even tradition play a large part in users relation to luxury. Through research conducted by my team and CB2's team, limiting/concealing details and focusing on displaying the product tested well. So the focus of the product modules were to highlight the displaying of the product and allow the sales representative to shine when it came down to the details and dimensions.
Project Standouts
Product Toggles
Each toggle was the same speed and opacity but inverted depending on the area. This allowed for accessibility to remain consistent but each section is interchangeable without changing the UI.
Vertical Carousel
The vertical carousel wasn't a part of the original design. Once we received the imagery for the site, I realized that we had large landscape images that featured product end to end. I decided to use this to our advantage as a way to highlight products in their intended settings.
Pop-Ups and Unlimited SKUs
The catalog featured 50+ products and some products had varying SKUs due to size and color. The sales representative expressed specific categories for specific clients so breaking these products into categories became a priority. Collapsing the products into rooms and grouping items based on design was the solution.
Results
Universal UI and Pilot Signed
CB2 signed on to Ceros based on this pilot and is still utilizing elements of my UI on their site. See for yourself.