Brief
Build the various components for the brand's digital launch, including an e-commerce website. Develop a design language and a digital experience that establish BigBen Kids as a premium yet fresh and friendly kids fashion label. Produce a rich set of brand assets that support an ambitious marketing and communications plan.
Role
- Brand Identity
- UX
- UI
- Web Development
- E-commerce
- Photography & Retouching
Year
2015 - 2016
Type
Client (BigBen Kids)
Client & Project
Based in London, BigBen Kids is a high-end kids fashion label distributing clothes and fashion accessories for children aged 2 to 14.
BigBen Kids launched as the exclusive distributor of the Marese brand in the United Kingdom.
Project Contribution
My involvement with the project has been wide ranging, starting with initial research of the technical solutions we would use for the website and e-store, UX design, all development aspects, to copy, SEO and visual content creation.
Joining this business development project at an early stage, I have also been fairly involved on the marketing side, including ad campaigns and social media activities.
- Brand identity and creative digital direction
- UX design
- Web and e-commerce development
- Web marketing: SEO, ads, social media
- Content writing, copywriting and translations
- Visual content production
- Community management
- Fashion photography and retouching
Web design and development
Shaping a user experience that reflects on the brand positioning and supports its ambitions online.
Front page
The general design of the BigBen Kids online store is meant to convey the label's attributes: pure, elegant, high-end. It starts right at the front page with a striking hero section showcasing some of the stunning looks from the collection.
Product Collection
The product collection page is an essential piece in the user journey from point-of-entry to product purchase.
We have been very careful designing it and its navigation logic to make sure shoppers find what they are looking for easily and without hassle.
Large thumbnails and lots of negative space not only fit within the general design brief but also contribute to the desired user experience.
Product page
The product page retains the general design language of the BigBen Kids website. Because it is such a critical piece in a buyer's experience, this page has received a lot of attention.
The product description has to convey the product's features and qualities in a relevant, concise and attractive way. Various reassurances, including easy access to the live chat and to the size guide, come together to ease the purchasing decision. Featured looks not only drive higher cart amounts but are also a way to show the clothes worn by a model.
The Blog
The blog is part of an ambitious multi-channel plan to engage and cultivate target audiences and establish BigBen Kids as a trusted player in high-end kids fashion in the UK. It is an essential piece in our goal to build interest, curiosity, trust and expectation.
Its clean and minimalist design not only falls in line with the website's general design language. It also deliberately takes cues from Instagram, our leading social media channel.
Styling ideas
Providing shopping inspirations through featured looks is a prominent part of the experience. Not only does it create incentives to explore further and buy more. Properly relayed through our blog and social media channels it contributes to building trust and authority.
These looks can be found on most product pages and the blog features a dedicated styling inspirations section.
Marketing and Communication
Key to building exposure for a luxury consumer brand, we set up early to define and execute on an ambitious year-long multi-channel communication and advertising plan. For that we needed copy and visual assets.
Our goal was to develop a significant and consistent pool of high quality and high impact visual assets to support our content calendar and build an emotional bond with our audiences.
Fashion Photography
In addition to relying on exisitng still imagery and videos from our leading supplier, working with them and their content agency to maximize leverage of available resources, we also decided to bring our own creative juice to the project, setting up our own kids fashion photoshoot and producing our own images and graphic elements.
Web Development
The website was develop with the following technologies:
- Shopify e-commerce platform.
- Liquid, HTML5, CSS3, SASS, Javascript.
- Module bundling with Webpack.
- Build automation with Gulp.
After careful review we selected the Shopify service platform against alternative solutions for several reasons including functionality and quality, time-to-market, apps ecosystem.
Seamless point-of-sale integration checked another big mark for us as BigBen Kids was to establish a brick-and-mortar presence at select locations in London.
Starting from one of Shopify's free starter themes, we worked on creating a customized user experience according to our design specifications.
