My first long term project goal when I started at GiGi New York was to redesign their website. Because of the existing eCommerce platform, I was limited to stylizing the current functionality. I first addressed the issue of inconsistencies in leather color and set forth a color template guide diminishing the amount of customer service calls complaining about color inaccuracies on the website.
Secondly I put forward a more consistent shooting angle and style that would accentuate not only the style of the bags but most importantly the size differentiation. A lot of simple styles with subtle differences was causing confusion amongst buyers. Third, I categorized the site by color (with continuous scroll) so that the consumer was no longer distracted by choosing a color but first rather a style and then finding out which colors it was available in.