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︎Product Design   ︎ Creative Direction  ︎ Info

Reimagining a pioneering modest fashion brand


Client: Artizara
Role: UX design lead
Completed at Gould Studio

Problem

Customers found the old website unappealing, busy and difficult to navigate.

Internal staff lacked vision, guidance and tools to allow them to sell with confidence and consistency.

Solution

I led the design for a new e-commerce website and created branding guidelines, marketing strategy and templates to empower the Artizara team.


Outcome

"Working with the studio was transformational. They helped us distill the 'Why' of our business, the guiding purpose, from which all else flows. They worked hands-on as part of our team, understanding the unique challenges as well as opportunities that growth presents. They not only helped us reimagine our brand but also improve operational aspects of our business. " Sarah Ansari
Artizara CEO & Founder


Process

Based in California, Artizara is a heritage-inspired lifestyle brand founded in 2002. Inspired by global Muslim cultures, we were tasked with articulating their story & transforming their online store experience.


We completed customer interviews, surveys, and strategy sessions to better understand their pain points and vision.

We found:
  • Users found the existing site difficult to navigate, particularly on mobile
  • Users found the site too busy with hard to understand product categories
  • Users thought that the photography was inconsistent and unappealing
  • Users found the site design unappealing and lacked personality
  • Internal staff found updating elements difficult to update (including homepage sliders, EDMs and social content)
I led the design for a new, mobile first website focused on storytelling and curated collections

I also helped the team create:
  • A content audit to consolidate inventory and categories. Utilising card sorting with users, we helped re-order these categories for easier navigation
  • A refreshed brand, packaging and new product line
  • Branding guidelines, marketing strategy and templates to empower the Artizara team to thrive
  • Lifestyle and product photography guidelines for future consistency