Ralph Lauren Paint - VSA Partners
Ralph Lauren asked VSA Partners to develop an inspiring digital presence for their new paint formula. The goal was to uncover the elegance of the brand in an immersive and inspiring responsive website.
With a wide selection of colors to choose from, I was tasked with designing a tool that allowed the user to narrow and find a color on any device breakpoint.
Launch date: 2014
My role: lead User Experience Architect in charge of designing experience. Working very closely with partner and internal stakeholders, educating and guiding them through the design process.
Collaboration with Ralph Lauren Paint…
I worked closely with the client to re-imagine how the combination of inspirational and utilitarian features could introduce and persuade customers to purchase their product. With a wide selection of colors to choose from, finding a tool to view and filter by color on any breakpoint became the focus of this project.
Experience Ideals
Simplicity: helping users avoid busywork or distractions during their time on the site
Progressive disclosure: at a-glance overview with useful and inspiring information. One level deeper in the site is content with greater detail, real estate, and tools.
Smart defaults: lead with a finite number of typically useful options. Present data without making user work/rummage for it, no cognitive load.
Responsive design: clear presentation, high ease of use on every device
Optimal presentation by device: no miniaturized or half-full screens. No microscopic type on smartphone browser, no large blank areas on desktop.
Smartphone/tablet optimization: recognition that there is massive abandonment of sites with poor mobile experience.
Color picker on Desktop
Color picker on Mobile