The BORN team was tasked to create a site that merges editorial content with best-in-class shopping functionality, giving the consumer the option of shopping by designer, look, or through The MOD, Modist’s digital magazine. We aim to create a minimalist and luxury interface that not only appeals to a global audience but works seamlessly across all devices and screen resolutions.
While The Modist is headquartered in Dubai, the site would be truly international, with an optimised checkout flow enabling multi-currency purchasing and shipping to over 100 countries. we also wanted to future-proof the site for growth, by creating a highly scalable digital environment in which languages as diverse as English and Arabic can coexist within the same design.
MY role
This project was truly interesting as our client made it clear from the beginning that they did not want a standard e-commerce platform, but they wanted to build a destination for a modest woman who therefore have specific values and specific needs.
As such, we first had to look into what defined a modest woman and how to best serve their needs, which in turn guided our creative approach and the experience we wanted to create.
All of the research the Head of UX and myself conducted was summarised in a UX Strategy deck containing the competitor research, the industry data analysis, the definition of our customer and its journey but also the first stab at the information architecture of the site. This deck also highlighted the project principles that we would live by when building this new platform.
Once this deck was presented to the client and agreed upon, I started building the wireframes that would bring this vision to life. One of the core challenges encountered when doing so was to create a set of editorial modules that will allow the client to bring their vision to life while not compromising on the aesthetic - each article should look fresh and feel bespoke while relying on a small amount of modules actually being built.
Working closely with the visual designers and developers, I kept an eye on this project until it went live.
Detailed tasks
♦ Meet the client to immerse into their needs and goals, gather their high-level requirements and start discussing potential creative directions.
♦ Refine our understanding of the customer, the competitors and the industry as a whole to build the journey that would support the experience.
♦ Build the site information architecture along with the template inventory to map the effort required.
♦ Present the research findings along with our UX strategy to the client to validate the approach
♦ Create a set of interactive wireframes in order to test the new designs.
♦ Build a set of modular editorial blocks enabling the client to create several types of articles that all look different.
♦ Build a set of modular editorial blocks enabling the client to create several types of articles that all look different.
♦ Gather client feedback and amend wireframes, followed by the annotation of said wireframes.
♦ Work closely with Visual designers and Developers to ensure the quality of the final solution.
♦ Review and QA the solution once built.
Examples of deliverables
Customer values & journeys
Browsing & Checkout journeys
Responsive wireframes
