Urban Outfitters Website
My original decision to redesign this website was based off the fact that I had no idea the company URBN existed until I started researching Urban Outfitters. I feel as though it is important to link companies to their parent company and the other companies that may be involved within that parent company. This is especially important in URBN's case because many Urban Outfitters customers are also fans of Free People, Anthropologie, BHLDN, and Terrain (All owned by the parent company URBN). I also wanted to simplify the imagery used on Urban Outfitters' website and create a more clear identity for this specific brand within URBN.
Target Audience: Urban Outfitters and URBN brand customers
Role in Project: I was tasked with starting a re-design of the Urban Outfitters website. My part in the process is outlined in the "Process" section.
Skills: Branding conception, user experience design, information consolidation, visual simplification
Process: After researching the current websites of the URBN brand and the Urban Outfitters site specifically, I decided on the main changes I needed to make to this site. I then sketched a wireframe of the website I hoped to design. The structure of the navigation did not change much, but the options were condensed and more pages were created in order to welcome users the URBN community as a whole. I used imagery already on the Urban Outfitters and URBN websites in order to best display what the site might actually look like, but I designed the concept and visuals of most of the navigation on the homepage, lookbook and community pages.
Process: After researching the current websites of the URBN brand and the Urban Outfitters site specifically, I decided on the main changes I needed to make to this site. I then sketched a wireframe of the website I hoped to design. The structure of the navigation did not change much, but the options were condensed and more pages were created in order to welcome users the URBN community as a whole. I used imagery already on the Urban Outfitters and URBN websites in order to best display what the site might actually look like, but I designed the concept and visuals of most of the navigation on the homepage, lookbook and community pages.
Duration: The entire process including research, wireframe design and final design took roughly 2 weeks to complete
Challenges & Successes: My main challenge with this project was deciding how to consolidate all of the information URBN has to offer. I want the user to be able to learn everything not only about Urban Outfitters, but also URBN, as quickly as possible once arriving to the homepage. With the creation of a community page specifically, I think I was successful in creating a space on the Urban Outfitters website where you can learn not only about this specific company, but other people involved with it as well as the other companies under the URBN brand.
