Flannels Beauty: Unveiling the Flannels Facia to the World of Beauty
The Challenge
Flannels, a luxury brand under the Frasers Group, has long been recognized for its high-end designer apparel and accessories. As part of their diversification, they ventured into the luxury beauty market by launching FLANNELS Beauty. This move aimed to provide a high-end, curated selection of beauty products and elevate the digital retail experience to match. The challenge was to create a seamless, user-centric experience for discerning customers, helping them easily browse and purchase beauty products while ensuring the website was intuitive, engaging, and aligned with Flannels' modern aesthetic.
Flannels, Frasers Group
UI Design, UX Design, Design Systems
2021
As a product designer, I worked closely with the design and development team to conceptualise, prototype, and test key features of the website.
My responsibilities included:
Participating in design sprints to rapidly generate ideas, sketch, and prototype.
Conducting competitor analysis to identify opportunities for improving the user experience.
Collaborating with stakeholders to ensure that design decisions were aligned with the brand's new identity and the project’s business objectives.
Ensuring the design was consistent with the luxury beauty experience Flannels wanted to offer.
The project involved several key steps, starting with ideation and competitor research, followed by design sprints to iterate on different features:
Due to time constraints, we worked in fortnightly sprints to design specific features, test them, and iterate quickly.
We studied how other luxury retailers approached beauty-focused website tasks, assessing their strengths and weaknesses.
I began by sketching ideas, then translated them into low-fidelity components and prototypes. After multiple iterations and feedback cycles, the designs were refined and aligned with Flannels' visual identity.
The website featured an ultra-modern design that brought beauty products into the spotlight with high-quality, sensory-driven visuals. The layout was structured to highlight product benefits through close-up imagery and interactive elements, engaging users by making them feel as though they were experiencing the products firsthand. This approach was in line with Flannels' luxury branding, offering a sophisticated, sensory-rich shopping experience.
Enhanced User Experience
The design was tailored to meet the needs of Flannels' diverse customer base, offering a smooth and intuitive navigation system.
Brand Alignment
The website’s visual identity matched Flannels’ bold, high-end aesthetic, ensuring a consistent experience across the brand's offerings.
Launch Success
Key elements from my design work were implemented in the initial launch, which was gratifying to see, even though I didn’t work on the project through to its completion.
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