Chrome Hearts Redesign
A case study and redesign of a luxury brand’s pre-checkout website flow.
As a personal exercise I chose to do a review and redesign of a brand that interested me, Chrome Hearts. The original site is quite niche aesthetically, very barebones and not entirely obvious how to navigate it. I wanted to try to keep the brand's visual style intact but offer a potential improvement in some areas, particularly the landing page.
Process
I began by going through the existing site, taking screenshots and noting down any potential issues and improvements while referring back to Baymard, a good source of existing research done on best practices for eCommerce sites. After compiling my findings I sketched out a rough wireframe of my new screens before creating high-fidelity mockups in Figma
Sketches & Solutions
The first point to consider after creating the persona was the need to learn the software and the frustration that it was a bit overwhelming with many different pages, some of which were not used. This could be solved by trimming and combining pages or even letting users choose which pages are visible to them, starting with just the basics and increasing over time as they get used to the software.
In terms of adapting to a new team and dealing with potential issues of communication being split between different softwares, emails etc, I thought maybe this could be solved by having a well functioning 'Agents' page they could refer to to see any team structure in the company and also have a side bar accessible from the header at all times to pull up details on their teams status and a small group chat.
