A quick look at the current state of the Pull & Bear homepage 🔎
Identifying some of the issues that could improve the overall user experience is a key factor early in the project. Below I'll walk you through some of the aspects I took into account before diving deeper into the design process.
💥
Visual clutter
As of right now, the way campaign images and textual content are currently put together creates a much bigger issue - poor readability. Being considered a youth-oriented brand, I strongly believe the relatable art direction can be implemented in such a way that it allows other elements (headers, body text, buttons) to stand out properly.
🧭
Navigation
I would go as far as to say this is probably the most frustrating aspect of the current website. As of right now, it is not possible to browse through both men and women categories, you can instead choose one and have the page reload itself. Additionally, having an unfamiliar set-up compared to other e-commerce websites makes it less intuitive to use.
CONCLUSION
Legibility should not be neglected
Obviously, there's a lot that can be improved here, so I only pointed out some of the obvious aspects that stood out to me in a short time. With that in mind, my main goal was to provide possible solutions to the issues listed above, while still keeping the brand's main values in place.
A SLIGHTLY DIFFERENT SET-UP
Through further competitive analysis, some sketches and quick wireframes, I eventually ended up with the following result. A concept that's highly focused on simplicity, legibility and ease of use, while also maintaining an overall art direction that's still relatable to adolescents and young adults.
HIGHLIGHTS
THANKS FOR YOUR TIME!
Thanks for still sticking around 👀
I honestly found this project to be a good exercise. It allowed me to identify some issues, think of and test possible solutions, while also having the absolute freedom to shape up most visual aspects just as I desire.
Looking back at it, of course I would've done some things differently. Perhaps I'll get to revisit this project and improve it further at a later point. 🕔
Lastly, side projects (such as this one) are extremally fun to work on, but can also be considered stupid to a certain extend, I think that's just the charm of it though.
Just keep that in mind 🤗
