comme des garçons Website Redesign (Case study for sdsu)
During my UI/UX learning journey with SDSU, I was prompted to do a redesign concept for a pre-existing website. For this project, I chose the website for luxury fashion label COMME des GARÇONS.
1 Designer
3 WEEKS
-
Figma, Adobe photoshop, premiere pro
Tools Used
-
Academic, Conceptual
Project Type
history
1969
Comme des Garcons is a Japanese Fashion Label founded by visionary designer, Rei Kawakubo.
The label has been around since 1969, but it wasn't until the 1980s that it really made its mark in the fashion world.
During this time, Comme des Garcons' clothing was often associated with a distressed and punk-oriented style. In 1982, Kawakubo's collection "Destroy" was heavily criticized. Unusual styles continued through the 1990s, many of which were disliked by experts.
Now the brand is beloved by many and has store chains all over the globe. In 2017, it was reported that the company and its affiliates generated a revenue "of over $280 million a year".
Discovery
Discovery
Screenshots from official CDG website
Upon my initial assessment of the official Comme Des Garçons website, I discovered that although the site was aesthetically beautiful, it left much to be desired. As a user, I wanted to know more!
In my research, I found that CDG caters to a wide variety of clientele. From the high-end luxury market to the midrange, more casual one. They are known for working with brands like Converse in their diffusion line, “Play” which offers some iconic clothing items at an affordable price.
building
As I started building out my low-fidelity sketches, I noticed that there was nothing on the site that talked about the history of the brand.
This was information I felt would be important to have on any company’s website, so I made sure to include it in my redesign.
As I worked, I found that I also wanted a way to bring fans of Play and their other diffusion lines into to the mix. I felt that the inclusion of their midrange market would be an exciting leap into the future for the company.
A way to bring the fans unity between the diffusion lines.
Screenshots from CDG rebrand project by Jovan Sotelo
New features
Lastly, there was no store locator. While I understood that google maps exists, I thought for visibility and ease of service, it would be important to have this information included as well.
heuristics
In my head, I envisioned a place where Aesthetics, Art, Information, History and ease of service could all live as one. My biggest challenge was finding a way to marry all those things while also keeping true to the brand’s aesthetic and identity. Something asymmetrical, simple, and sleek.
Screenshot from CDG rebrand project by Jovan Sotelo
Heuristics Applied
sTYLEgUIDE
A strong website, begins with a strong foundation.
interactions
interactions
go with the flow
The final prototype of the CDG website was all that I could’ve hoped for and more. Beautiful, sleek and elegant. A flow state that carries you through the site navigation like a feather, and the edginess that CDG fans have come to expect, all living in synchronized harmony.
Store locator
One of my favorite aspects of the new and improved site, in motion. Now, CDG is closer than ever. Just type in your City, Town or Zip Code and Voila! A new retail experience awaits.
Final Thoughts
My overall process was Site evaluation, Research, Inspiration and ultimately, Creation.
As I go into new iterations of the concept, I would love to include a “Go” button to the store locator page, as I feel that it would better follow the #3 heuristic principle, User Control and Freedom.
Another thing I would like to explore is adding a section for short form video. Seeing as how it is currently dominating the social sphere, I thought it would be a great addition.
In closing, I thought a lot about how these ideals could be applied more to my personal life. Building a website, is the same as building anything worthwhile. It starts off with just an idea, a vision, and a longing to help someone lost, find a new way. It was a beautiful experience, and all throughout I had that shy little heart logo watching me…
Guiding me.
X
“My energy comes from freedom and a rebellious spirit.”
- Rei Kawakubo
Jovan Sotelo wearing CDG Outside of their flagship store, “Dover Street Market” - London, England