Artenym
Introduction
Project Overview
Artenym, a startup aiming to support sustainable fashion designers, required a sophisticated and artistic website design to appeal to the fashion world and attract investment. As a freelance UI and Visual Designer, I was tasked with creating both desktop and mobile designs that embody the brand's vision.
Key Project Data
Timeline: 8 weeks
Role: UI Designer, Visual Designer
Tools: Pinterest, Figma
Understanding Client Needs
Setting the Stage
When I stepped into the Artenym project, a visual identity was already taking shape, thanks to the groundwork laid by a previous graphic designer.
My task? To take these early mockups and color schemes and evolve them into a design that would not only align with but also captivate our target audience.
Mood Boards
In the initial phase of aligning with Artenym's vision, I crafted two distinct mood boards to set the design direction. Inspired by the concept of gallery walls, the first mood board presented a linear and clean aesthetic, while the second introduced a more dynamic, layered approach. After reviewing both, the client showed a preference for the linear style, guiding it to become the foundation for our design strategy. This preference steered the direction for the subsequent design phases, ensuring our work resonated closely with the client's aspirations for a sophisticated yet artistic online presence.
Design Process
Wireframes
Due to the urgency of this project I started my design process with high-fidelity wireframes. I wanted to reduce the design process to the bare minimum to be able to work within the client's deadlines. That is also why I chose to incorporate some color into the initial wireframe. Sadly, this didn't work as planned because my use of color ended up being the focus of the initial meetings, instead of discussing "big picture" items like the general structure.
For the designs itself I chose to keep the pages itself relatively short and create clear user paths to reduce cognitive load. My focus for the initial designs was to keep in mind that most users will never have heard from this brand before and provide ample space for explanations of what Artenym stands for and how it will benefit their customers.
Information Architecture
Given Artenym's status as an emerging company, I prioritized clearly communicating the brand's mission and what customers could anticipate from their shopping experience. I integrated a mega menu to enhance user exploration, ensuring that the entirety of the company's offerings were instantly accessible. Additionally, I leveraged several interaction design techniques to convey information as effectively as possible. To highlight a few:
- Organized content into chunks manageable chunks for ease of understanding.
- Enhanced visual appeal through diverse typography styles.
- Maximised user engagement by allowing ample freedom in their exploration journey.
- Maintained concise content sections to sustain user interest.
Visual Design
In developing Artenym's e-commerce site, I was presented with a pre-defined color palette and typography from their graphic designer. My task was to weave these elements into a digital fabric that exudes sustainable fashion with elegance and creativity. This wasn't about starting from scratch but about enhancing and adapting what was already there to fit a user-friendly interface that promotes confidence in the brand.
Leveraging the given colors and fonts, I aimed to craft a space that felt unmistakably Artenym—where sophistication meets sustainability. The design focused on showcasing products in a clean, appealing manner within a layout that naturally encourages the user to explore through the use of leading lines and visual cues. Every element, from navigation to iconography, was thoughtfully integrated to ensure the website not only resonated with the brand’s ethos but also provided a seamless user experience.
Final Design
The final design phase was where everything came together. This stage was about refining and polishing, ensuring that every visual and interactive element aligned perfectly with the brand's mission of promoting sustainable fashion. The focus was on creating a cohesive and immersive online experience that not only highlighted the beauty and ethics of the products but also facilitated an intuitive and enjoyable shopping journey for users. With a keen eye on user feedback and an iterative approach to design adjustments, the final design embodies Artenym's vision for a sophisticated, artistic, and sustainable fashion presence on the web.
I've included a few of the final design pages below for a glimpse into the project's outcome. For those interested in exploring the entire design, feel free to follow this link to the Figma prototype.
Reflections & Revelations
Key Insights
- Sitemaps first, no shortcuts. Learned that the hard way
- Time is your friend. Rushing just makes for more work (and stress)
- Early color in wireframes? Big distraction. Won't be doing that again
- Seeing my designs live? Absolutely unbeatable feeling
The Nitty-Gritty
Diving into this project with a tight deadline (think four weeks start to finish) made me skip some steps I shouldn't have—like not nailing down a sitemap from the get-go. That came back to bite me, big time, with more redos and meetings than I care to admit.
I figured out pretty quickly that "fast" can actually slow you down when it comes to feedback loops and getting everyone on the same page. Next time, I'm setting up a timeline that breathes, even if it means pushing back a bit to get it right.
And about throwing colors into my wireframes early on to "speed things up"? Yeah, that just ended up steering conversations away from where they needed to be. Lesson learned: keep it simple until it's time for the color party.
But, honestly, the first time I saw my work out there, live and interacting with the world? That feeling was unmatched. It's a powerful reminder of why all the challenges and late nights are absolutely worth it. It's not just about aesthetics—it's about bringing those visions to life and witnessing their real-world impact.