Transforming Jorge Bischoff's E-commerce Experience: My Impact on Designing an Engaging and Luxurious Navigation for a High Fashion Brand.
Jorge Bischoff is a high-fashion company located in Igrejinha, RS, in southern Brazil. The brand was founded by Jorge Bischoff, a well-known and admired footwear designer who expanded his vision to create one of the most iconic fashion brands in the country.
However, the elegance and empowerment of the brand were not effectively represented in their e-commerce platform. Customers did not feel as captivated by navigating the website as they did when visiting JB's physical stores, and we were determined to change that.
I had the opportunity to lead the design team on this project and to design new features aimed at enhancing the user experience throughout the entire purchase flow.
The challenge was to introduce new people to Jorge Bischoff's universe, showcasing its elegant and luxurious lifestyle while also captivating the existing fans of the designer.
We decided to use neutral colors, to emphasize the products rather than the layout itself, create linear shapes, and create purposeful features that added depth in the user flow. Two of these features stood out to me.
The first was the lookbook carousel on the homepage, designed to inspire and guide customers with outfit combinations they could use. This approach makes decision-making easier, especially for those who are less visual and need to see the products in context.
The second feature was Jorge Bischoff's signature in the footer. This detail represents something we learned during the project immersion phase: every product sold by the company goes through his inspection and approval. Including this signature adds a sense of authenticity for users.
In addition to these features, new ideas emerged to enhance the user experience, providing me with an excellent opportunity to innovate creatively. I am very pleased to be part of this project.
