As the UX/UI Designer and Owner of the AnnoAnno website project, my mission was to redesign and enhance the brand's communication. AnnoAnno is a Copenhagen-based service offering styling for plus size women. The key challenge was striking a balance between inspiring visuals and informative content, ensuring users fully understood the brand concept.
An UX audit revealed that the main issue with the previous website was the lack of information provided to users. While users desired inspiration, they also needed more information about the brand concept, team, and products.
- Lack of clarity which made it challenging for users to understand the brand's value proposition.
- Low engagement and conversion rates.
- High bounce rates and frustration.
To solve this problem, we started a redesign project that would enhance the website's communication and brand concept. We added more pages about the brands we collaborated with, our stylist team, and the brand concept. To ensure the website design catered to the target audience, I conducted focus groups with each department in the company to determine what we were missing and what could be improved. With their feedback, we identified the key features and functionalities that needed to be incorporated.
Our design process began with wireframing, which helped us outline the website's architecture and identify the primary features and functionalities. After a few iterations and productive discussions, I moved on to the visual design phase.
The design was created to reflect the brand's identity, with a clean and minimalist layout that would not overwhelm users with too much information.
The idea was to innovate our concept and animations at AnnoAnno while respecting the brand guidelines. It was crucial to comply with AnnoAnno's design system rules to maintain a cohesive user experience.
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The bounce rate dropped significantly only after 1 month testing in Denmark, improving the conversion rate significantly. After completing the testing phase successfully, we launched the new Website in Germany, Sweden and Netherlands.
Later that year, AnnoAnno won 2 awards at the Danish Digital Awards. ✨
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