Curating the Fashion Experience
(Client)
MSR - MonShowroom
(Team)
UX Designer, Project Manager, Creative Director, Stakeholders
(My role)
Art Director & UI Designer
(Problem statement)
MSR was facing fierce competition from mass-market giants. Their aging brand identity no longer reflected the high quality of their selection. The website felt like a "generic catalog" rather than an aspirational fashion destination.
The Goal: Modernize the brand identity to achieve a Premium look and feel, emphasizing expert curation and the thrill of finding "pépites" (hidden gems).
Discovery & Research
(User research & discovery)
To ensure the new visual identity was rooted in user needs, I collaborated closely with the UX Designer throughout the research phase:
- Interviews
- Personae
- User stories
(Stakeholder co-creation workshops)
Collaborating with the UX Designer and Creative Director, we led workshops with MSR stakeholders to redefine the brand’s digital DNA.
- Brand Essence: Moving from "Mass E-shop" to "Digital Concept Store."
- Navigation tree to make the research easier
- The "Pépite" Concept: We brainstormed how to visually translate the feeling of discovery.
The Design
Results
(Key outcomes)
- Successful Rebranding: A fresh visual identity that repositioned MSR in the premium segment, receiving high praise from both stakeholders and long-time customers.
- Increased Engagement: A measurable uptick in time spent on "Editorial" and "Styling Advice" pages.
(Let's get in touch)