Eddie Bauer Website Direction
As the Creative Director and Head of UX and UI, I led the development of three mobile-focused design directions for Eddie Bauer’s evolving digital experience. The project focused on improving the current website experience while anticipating a future brand evolution, creating a path forward that enhanced usability and engagement without disrupting the larger transformation ahead. The work explored how a heritage outdoor brand could balance immediate digital needs with long-term brand and ecommerce goals.
My Roles : Creative Director / Head of UX and UI
Creative Concept 1
Experience-driven / Immersive / Focusing on quality and details
Homepage : Concept 1
This direction was the most ambitious of the three due to its image usage, parallax scrolling, and boldness. The use of prominent imagery gave the viewer moments of tranquility, subconsciously reminding them about the beauty of adventure and quality of the brand. Bold color contrast, fonts, and deliberate moments of pause give this concept a confident direction of the site.
Product Detail Page : Concept 1
Interactive product detail information and an interactive module to complete the look bring the experience into even the most ecommerce-driven page. Clean and clear, with bold font and imagery use empower this concept from the rest.
Creative Concept 2
Expansive imagery / Balanced between commerce and emotion
Homepage : Concept 2
A mix between the first and third concept, this one balances the functional ecommerce focus with the emotion of what the brand provides. The photography is more prominent but a tad more traditional, along with the font choice. Moments of zen still occur to break of pages and attention spans of the viewer to provide brand confidence.
Product Detail Page : Concept 2
Refined and neatly organized, this concept stays true to through the shopping experience. The use of icons are integrated to help break up the visual language.
Creative Concept 3
Commerce-driven / Clean, minimal / Focused on range of products
Homepage : Concept 3
This creative concept is the most traditional and ecommerce-based. Imagery, although still important, don't play as important of a role as the first two concepts play. This one is more about neat and smart organization of content, to ultimately get that customer through conversion as cleanly as possible.
Product Detail Page : Concept 3
The monochromatic color scheme stays true as with the other two concepts, but this one in particular leverages more grey tones to help balance and break up viewports. The footer is also provides a visual moment of solitude while not distracting from the rest of the page.
My Roles : Creative Director / Head of UX and UI
UI Designers: Suki Mei Fei Soo (Lead), Maksym Liashko