Floyd Visual ReDesign [2020]

Apr 20

My Role
Experience, Digital Design & Strategy

Team
Gloria Lee . Product Manager/Strategist
Ariane Anusbigian . Project Manager
Sara Ridky . Brand Designer
Allan Buntengoensoek . Digital Product Designer
order . Original Brand Identity

A redesign that reflects our core values through rich, aspirational storytelling, targeted user-centric shopping experiences and simple, component-based design across all devices, beautifully.

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User-Centered Design

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We began by performing a discovery sprint around brand values and storytelling on-site. These topics were supported by questions surrounding how users actually shop for furniture, both on our site, and in other settings. We got to the root of what users valued with Floyd - rich, aspirational storytelling paired with highly organized information about each product. We saw themes around photography, reviews and community, too.

Users valued our messaging around sustainability (it reflected their own goals), were generally willing to pay more for long-lastingness, shopped for quality, and would only buy from companies who matched their aesthetic. We worked closely with the brand team on the content strategy, and they leaned us to speak for the users.

Personas

Component-Based Design

More
This project continues, and goes much deeper, especially in the areas of Product Page strategy and Navigation. Visit the experience live on Floydhome.com

Visual DesignPersonasUX

Jessica Prost

Floyd Visual ReDesign [2020]

A redesign that reflects our core values through rich, aspirational storytelling, targeted user-centric shopping experiences and simple, component-based design across all devices, beautifully.

Component-Based Design

A framework for elevating the Floyd experience

LivedIn Blog