Crush’s style can be best described as sophistication with a touch of whimsy. These are some of the adjectives the brand desired to be embodied in their line and be associated with: modern elegance, feminine chic, minimalist luxury.

Target Audience

Predominantly female who are in their 20s to 40s, and have strong interest in fashion, trends, and personal style, and prefers personalized shopping experiences, high-quality items, and are in middle to upper-middle class.

Process

LOGO — With the number of tasks to be delivered, I first managed my scheduling and listed down the things I need to finish by a specific time to make sure I'd have everything done on time. After that, I made a mind map and started creating thumbnails on a piece of paper until I've arrived on my final design, and made a vector of it in Illustrator.

APP — I was tasked to include key screens such as the home page, product listings, product detail pages, and the checkout process. With the limited amount of time given for this, alongside the two other projects I have to deliver by the end of sprint, I created the information architecture and sitemap with the happy path flow in mind, then drew the wireframes on paper. The mockups and prototype then followed and created in Figma. I created a pattern library for this to ensure consistency, and speed up the designing process by reusability.