Industry of 
all Nations

 

Modernizing the ethicality 
of ecommerce 

 

Discipline: 
User Experience 
User Interface
Brand Strategy
Marketing Strategy 
Art Direction
Eccom strategy







 

Date: 
2016
Duration:
5 weeks







 

Industry of All Nations is a leader in ethical and sustainable fashion and has a clean and cool aesthetic approach to design. So when tasked with realigning a non-responsive website the choice was simple to make this clean and chic company finally have a website to reflect that effortless cool the brand exudes and support its commitment to ethicality in fashion.  

  • Not highlight the ethicality and values of the brand

  • No context given to cost to drive consumer buy-in 

  • Not telling the story behind the garments 

  • Extreme singularity on each page 

  • Difficult to find inspiration behind products 

  • Impact & benefits from products not shown

  • Aesthetic disconnect between social media and site

The Challenges 

Projects 

Men's products

Home

Designing for the client

After identifying key issues with the site I moved into developing Personas to better understand the consumer and their motivation and how I could better meet their wants, needs, and goals as a client. 

Establishing a visual voice 

Once I worked through the basics of the layout I designed several style-tiles to work through the different options for a visual voice for the brand.
I wanted to not only leverage that minimalistic
cool the brand exudes, but also bring life from
their social media which is bright, colorful and expressive which is key in keeping customers engaged and attracting new ones.

Figuring out the user journey

After finalizing the style and visual voice of the brand and the website I moved into Sketches to quickly figure out how each page would flow with the persona's user story as well as how each page would respond across the 3 media types to better develop the hierarchy of the design. 

Piecing it together

After sketching and reworking the user flows I designed the Home, Men's products, and a
product detail page to support the user story
and flows. 

Home

Product detail

Men's products

Men's products

The Men's page highlights the current men's product and collection and allows the user to filter content at the top to find what they need. Easy access to new arrivals, projects and product-specific content make the user experience efficient and enjoyable.

Home

The home page allows the user to have a complete overview of all content on the site
Here new arrivals, campaigns and projects
arealso highlighted and bestselling product
or seasonal relevant content can be pushed
to the user. 

Product details

Finally, the Product detail page allows the
user to understand the garment to the fullest extent. Location and production details give context to cost and let the user get to know
the project each item belongs to and how it positively impacts the consumer, producer,
and the globe with every purchase. 

Designed to build brand loyalty 

One of the major improvements I wanted to achieve
was to make cross-selling and styling easier and more
organic for the user. Focusing on the persona I made keep improvements to make this possible. 

Projects give context to cost and support the products in context

Style inspiration and
integrated crosselling

Discover more products related to view project

The final outcomes
  • Applying best practices in agile methodology to quickly solve design problems and develop effective solutions 

  • Combined my background in retail and digital integration and interaction from an in-store perspective to a design perspective to make sure the consumer has the best experience 

  • Developed with story and personas in mind to key the client and their interactions with the brand at the heart. 

  • Integrated ethicality seamlessly to help the user understand the importance of the power of ethical design and give context to the cost of each garment

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Cody Lyle Delong 2020

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