SHOWCASING A MULTITUDE OF CHIC DESIGNERS IN THE MEXICO CITY AREA, AVENIDA MEXICO SELLS MORE THAN JUST CLOTHES BUT ALSO LIFESTYLES.
This was Avenida’s first website and needed a secure foundation in place to manage their online store. Magento proved to be a great solution to easily manage sales and set up multiple product categories, which would be perfect for Avenida’s variety of designer clothes. After researching a series of high caliber competitor websites, we knew the online experience had to bring a different flavor for user's tastebuds. Laying out a clear content strategy that emphasized featured designers, we presented a user experience that balanced both form and function giving Avenida an effective online presence while also giving them creative flexibilities.
Involvement: Discovery, UX, Information Architecture, Creative Direction/Execution
UX and Content Strategy
Avenida stressed that the designers were to be a big part of the brand. With this, The page is set up to be a three step process.
1st Introduce the featured designer and explain their process, inspirations, and techniques to shed more light on them as artists.
2nd Present the user the designers hottest pieces which would lead them straight into a product detail page.
3rd Have the user connect w/ Avendia through social media and suggest visiting the store.
To take advantage of the vertical scrolling as well as show the clothing in it's true integrity, the ratio for the product images were made taller which led to a unique product listing page. Users are able to share entire product categories on social media, not just individual products, which enhanced user engagement because they were able to share out entire designer collections.
Avenida was not just selling clothes, but lifestyles. To take this idea further, the product detail page had to make it easy and seamless to create looks for the user. To show off the details of the clothing, the product image had to be generous with real estate, making it the focal point of the page. The product details on the left were simplified to make the CTA bold and easy to reach. To complete user looks, the suggested products included a quick add to cart experience that mimic in-store behavior.
Presented with 3 mood boards that offered different art directions, an edgy high contrast theme was chosen to represent Avenida's bold attitude.