Art Direction, UI/UX, Branding, Video - Fashion, 2020
Ann Tuil is a french luxury shoes brand for women. With multiple stores in France and a wide catalog available online, they’re selling high quality shoes made in Naples from premium leathers. L’Atelier is a project from Ann Tuil, strictly based on customers surveys and prepurchase concept. Customers were virtually invited to share opinions and advices on brand’s next projects, in collaboration with their factory in Italy.
—— 01. BRANDING
Logotype
Main contrasting color
#fffc00, Fleur de Soufre
Main contrasting color
#fffc00, Fleur de Soufre
Typography
Titles, subtitles, CTA
Copy
—— 02. VIDEO
Realisation & production
Taking users on a trip, on a tour to the factory
Asking customers what kind of shoes they’d like to wear in a few months can be a frustrating experience since we’re all used to instant online shopping. To express the meaning of their insights in the project, but also ease this frustration, I wanted to induce craftsmanship awareness. Basically guiding customers to a factory tour, through each step of the shoes making process.
Project’s teasing started with a countdown within brand’s main social networks
Launch day
The project is fully revealed, the website and the survey are now open. To invite people to contribute, either they already know the original brand or not, a social campaign is organized with a special prize sweepstake. The project is explained and detailed in a short yet self-explanatory video displayed on the website, social networks and videos platforms.
—— 03. WEBSITE
UX/UI - Desktop & Mobile
Lights on the product and its manufacture
Let’s be honest: Talking about product’s qualitative features and craftsmanship hasn’t been a major topic within women’s fashion industry. Aware of environmental challenges the fashion industry is now facing, customers are more than ever concerned about their ecological impact. Ann Tuil L’Atelier wanted to prove women’s shoes can also be affordable, responsive and beautiful.
Websites’s structure always make sure to showcase the product in the best conditions possible. This is even more important when it comes to mobile interface. Thumb friendly, the main informations are always easily accessible. Icons, CTAs and fonts are also guiding users to identify content hierarchy, leading to expected interactions.
—— 04. ECRM
Emailing - Project awareness and engagement
Project’s whole concept induces specific timing, from conception to delivery. Surveys, project monitoring, automatic emails, campaigns, the brand needs to keep engaging its community and customers. Emails are designed to inform and keep the community engaged.
Surveys - Customers insights
The customer designs
Being part of a product design and development requires a dedicated mindset made possible by guiding the user along a specific visual experience. From a UX perspective, it is about managing user’s patience and attention. On the visual side, users must feel they’re part of project’s first steps.
Guided through a survey made of multiple choices questions and free answers, users plans brand’s next products and pick several details and options. Once the survey completed, users can enroll to win a special prize by writing their email adress, and a friend’s one.
Thanks for your time!
2022
2022
