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.
In addition to the refresh and re-launch of the GiGi New York website, I also created a new homepage structure to accommodate more marketing channels and include more than just an offer but rather a launch campaign, seasonal sale, contest, press related news, or recent promotional events in a simple and effective grid system. Integrating and partnering with shopable social media aggregator, Foursixty, I was able to introduce another layer of social commerce to the website that let visitors shop their feed without ever having to leave the site. My time spent as the web graphic designer for GiGi New York and Graphic Image played an instrumental role in helping their year-to-year monthly revenue increase in excess of 175%.
© 2021 KATELYN CALAUTTI