Good Steward Active

Project Consideration(s):

• This project consisted of various rollouts with different designs and products and ultimately ended in a final design which I converted from a live Webflow prototype to a Shopify Website. The project is currently under the complete ownership of the stakeholder.

Design Decisions:

• Color & Media: The stakeholder wished to prioritize their photography for this project and their color palette of black and white. I incorporated gray into the design for more dimension and kept the use of color to a minimum to amplify the product photography. 
• Typography & Icons: Since simplicity was a priority, I selected one typeface to use throughout the project. I leaned on the font varieties within the typeface to create variety and dimension within the type. In later iterations, I incorporated clean-lined icons to add a layer of personality to the overall design.
• Web Copy Direction: I collaborated with a UX Copywriter on the site copy and the product titles and descriptions. I directed them to focus on messages of simplicity, effortlessness, and comfort while also taking liberties to be playful with the messaging where appropriate. 
• Wireframes & Prototypes: I began wire framing a few mid-fidelity options for a one-page shopping experience, the goal being to tease new products and push users to purchase by eliminating all other user options. After the winning design was chosen, I built a Low-Code Prototype in Webflow, which ultimately became the base for the final build for that round. I then iterated again for the stakeholder's next launch keeping the one-page shopping experience and adding a new page that would allow users to temporarily shop a prior product launch, on a staggered basis. This cadence of design, prototype, and test continued and informed category, layout, and content choices for the next two design rounds. The focus being to see how best to showcase categories on the home page and mega navigation and to determine whether to have a permanent prior collection flash sale page. I converted the final design from a live Webflow prototype to a Shopify Template and then a live site. 

Key Methods:

• Stakeholder Interview, Brainstorming, Sketching, Wire framing, Low-Code Prototyping, Hatch Utility Framework

Build Priorities:

• Effectively funnel target audience by implementing CTA's throughout the sales page
• Decrease friction to enrollment
• Use H1's to convey emotion and body copy to promote action
• 3 Seconds or Less page load time
• Prioritize Common Breakpoints & Fluidity in between
• Implement Donation integration and ambassador Inquiry Form