ARNETTE is a part of the worldwide eyewear brand LUXOTTICA. It concentrates on sustainable production of the sun- and optical glasses. We created an eCommerce website concept proposal for Arnette. The project was a part of the UX Design Master’s Programm at the Talent Garden School.
WHAT: Build a new Website
WHO: Target Group – Generation Z
WHY: The existing website was not an eCommerce website
STYLE & TONE: Streetstyle, bold, diverse, young, sustainable
Problems to solve
- The old Arnette site was not an eCommerce website
- The website did not appeal to Gen Z
- The product purchase was very complicated
- Not all products were sustainable
- The social media profile and the website didn’t correspond with each other
- The goal of this project was to design an appealing eCommerce website, that caters to Gen Z, attracting them to purchase Arnette’s eyewear
- High usability, fast check-out and create a great online shopping experience
- Draw the user’s attention to the sustainable products
- Integrate interactive Features
There were 6 Milestones during 5 weeks, with the remote presentations on Zoom. For the project we followed these UX Methods:
- Market & Competitor Research / Best Practices / User Research
- User Interviews / Empathizing
- Personas / Journey maps / Value Proposition Canvas / Usage scenario / User flows / Product Strategy / Business Model Canvas / Information Architecture
- Rough Concept & Sketches / Detailed Paper Prototypes
- In Figma: Mid-Fi Wireframes / Hi-Fi interactive Prototypes
- User Interface
- Usability Testing / Activities & Findings / Iteration
Research & Competitor Analysis
We made a Research on the Users (Generation Z – the target group) and the Market. We made a Competitor Analysis and looked at the Best Practices. Based on our research we came up with the guidelines and a questionaire for the interview.
We conducted 3 interviews on Zoom (due to the Covid situation) for about an hour each with the typical Gen Z represantatives. The interviews were recorded, summarised and analyzed.
TAKE AWAYS: Due to the beriefing we started to sketch a desktop website for the client. But after some time, research and the interviews, we have found out that a better approach to the target group would be a mobile website. Since the Generation Z is a mobile first generation that spends a lot of time on the mobile phones and social media. But to proceed a purchase online, they likely use a desktop version of the website, because of a better view of a product. Gen Zs have also a very short span attention unlikely like Millenials or the generatins before. They also don’t differentiate between different channels, and expect a seamless connection across all touchpoints and a consistant customer experience.
I like simplicity and functionality on the website without much extravagance.
I notice, if the brand is not being authentic by advertising sustainability.
I usually buy glasses at the shop, so I can see how they fit and look on me.
To focus on the users, we used the Value Prososition Canvas to help us to Empathize with them, to define their Pain Points, Gains and a Job-To-Be-Done to solve the problems they might have. The Design Thinking Process in the development of Arnette website has began.
We visualized the typical scenario, and the steps, that the user would go through to fulfill it’s task from a wish and the search to the fast check-out.
Customer Journey Map
We evaluated the complete sum of experiences that the customers would go through when interacting with the Arnette website and brand, then documented the full experience of being a customer with it’s touchpoints, feeling and needs, painpoints and possible solutions.
We introduce Aiden and Olivia. After talking to the users and making the user scenario we created two personas, that due to our research came as close as possible to the real people, who represent the Generation Z and care about the sustainability.
One of the main Features is the Virtual Try-On with the Switch View, that I created by myself. I was wondering how would besides the the sunglasses on myself would the surrounding look like through the bright colored lenses. Through the research I didn’t see anything simkilar on the market. So the idea was born. I made a sketch and looked for pictures, that would visualize the idea.
Site map overview, a detailed construction of the ecommerce website with the product search, with different feautures like virtual try-on, log in and check out.
An overview, how would the user be able to go from the social media platform to the website, find the right product and make a fast check out.
Corporate Design: We have become a few Corporate Design elements from the client like logos, fonts, smiley icons, patterns & gradients and colors: neon green, lobster pink, grey, black and white.
Moodboard: Our Target Group were the Gen Zs. To Streetstyle, bold, diverse, young, sustainable To meet the We created a moodboard for the customer including the existing Arnette elements and the bold, diverse, energetic and young style & tone of the Gen Zs.
A rough concept for the mobile first website with problem solving ideas.
We created in Figma the Lo-Fi Wireframes, that were already connected, to show the concept the detailed flow.
Hi-Fi interactive Prototype
We carried out a remote the Usability Testing wit 3 participants from out Target Group – Gen Z. After the testing and observing the Users we have summarized all the feedbacks and made several Iteraterations to improve of the Prototype.
We got a very positive feedback from the client. Especially I was very happy, because the client liked my idea in the Virtual Try-On feature. Luxottica has 40 designers on board, but no one had the same idea, so it was actually a highlight for them and a good feedback for our work.
"We really like the Virtual Try-On feature with the option to see through the glasses, we didn't have this idea. Good flow and a very clean and strong design, that corresponds with our Corporate Identity."Customer
- Create the Virtual Try-On Feature & Customization
- Build a landing page with different subpages
- Information Architecture
- User Interface
Other Group members
Eva & Jdhojarra