Vince Storefront Redesign & Homepage Content Strategy

Lead UI Designer @ The Stable (Agency) — 2022

visual design
content strategy

Our team guided Vince through a re-platform to Salesforce including a full site redesign where UX & UI collaborated with our internal brand team to deliver a holistic customer journey. With a strategic brand lens and meticulous attention to UI details, we created fluid templates & frameworks for the Vince team to adapt their new site to marketing needs.

Telling the story of style & quality

Soft, Airy, Relax

Text is most often positioned below visual assets as to not obstruct the details & textures found in their imagery

Our design direction stayed true to Vince’s California elegance — refined, minimal & approachable

As we moved from wireframes into hi-fi designs, I took ownership of outlining our homepage content strategy. Pulling from our research during the high level brand strategy stage along with our UX recommendations — we created a balance of commerce, editorial, and brand storytelling that highlighted Vince’s unique California style and commitment to craftsmanship.

The homepage flows from seasonal stories and product imagery to showcasing the core, essential styles & craftsmanship Vince is known for. You leave the homepage understanding Vince’s aesthetic, product range, and the quality that sets them apart.

The homepage highlighted quality craftsmanship & capsule collections

Working with apparel & fashion always presents a unique challenge to amplify their brand position & aesthetic while retaining ecom & UX best practices (conversion is a must). I love the puzzle of creating design systems that scale & shift throughout each year’s marketing needs.

This project was a fun opportunity to work with so many of our internal disciplines at The Stable — art direction, brand strategy & UX. Our close collaboration delivered actionable recommendations for content & merchandising, with the framework & visual elements to execute.

In collaboration with Meg Fiechter (UI), Dustin Howard (UX), Erin Hampton (Brand Strategy) & Vero Romero (Art Direction)