Ship.com Redesign
— Project Overview
Above & beyond: Working together to totally reimagine Shipt’s brand for the national stage.
After Huge worked on refreshing their brand, Shipt wanted to take the next step and redesign their entire website experience. The biggest problem they had was the lack of connection that customers had with the products that Shipt sells.
This company had always been known for being human, and they wanted to start conveying this on their site. They had already started to do this with the re-branding, and now all of the company's products needed to follow the same path.
Another challenge was that they wanted to start positioning the brand under the slogan of trust, showing how shoppers could go above and beyond to get customers exactly what they want, how they want it.
— My Role
Visual Design Lead
— Creative Team
Claudio Guglieri - Group Creative Director
Kelsey Cordutsky - Art Director
Jean He - Experience Design Lead
Diana González - Senior UX Designer
Ashley Legiadre - Senior Visual Designer
— Project State - Next Steps
In development
We’re better together.
Throughout research, users indicated that they look to their community of friends, family, or neighbors for recommendations, reviews, reassurance, or connection.
Service.
“I’d much rather take a few minutes out of my day to thank my delivery person...than have a clinical, cold transaction that can be substituted by two robots.”
“I like having that ‘human connection’ on a face-to-face level.”
Let’s leverage the power of community to create an engaging, personally relevant experience that makes users want to join Shipt.
Brand visual language: Our challenge to transform the brand identity into a whole language across products.
Visual Design Elements: The first thing we started to work on was navigation, how we level up the experience, and how to bring up the brand guidelines and implement them on the header.
The homepage is one of the most important pages for a brand, where people coming from both direct and organic search interact with it. The goal of the homepage is to establish who we are, how we show up in the world, and drive conversations through connections and delivering on our brand promise.
There are two main variations of the homepage depending on the amount of information and details featured. Light and tight focuses on communicating just the most important information in a short and concise manner, while the extended full-bodied version adds modules that go deeper into Shipt’s value, provide opportunities of connections and inspiration, and showcase additional dynamic features.
The inspirational grid helps people spark connections through featured products, topical Shipt content, store curated collections, promotions/deals, and the “This or that” feature. Using the masonry grid format, the inspirational grid provides rich content that encourages interaction and sign up. The Shipt team can control the content as needed.
Partner Landing Page Overview (Official Partner & Unofficial Partner). There are two types of partner landing pages, with an official partner and an unofficial partner. The partner landing page provide insights and details around offerings with each store, including how to order. Leverage the partners’ brand cache to drive conversion.
How can we harness the power of influencers?
We want to allow for a hero moment on these pages to celebrate the campaign at hand. Starting with a beautiful introduction, the page itself will be its own hub for content related to this campaign, enticing users to explore and have a place to start experiencing Shipt.
Campaign pages reflect a marketing effort to drive conversion through paid channels. Users will land on them after clicking a paid ad. It might include different campaign types, brand elevation, influencers, mystery packages, events, location, and seasonal campaigns.
— Lessons
It was an honor to work with Shipt; this was my first e-commerce project; I've learned many things about collaboration and good communication. No one knows better about their products than the client, so it is important to establish clear channels and structure when starting a project.
The second learning is, work with the client and help them take the next step; sometimes, the client could be afraid of moving forward, but if you take them in the journey with you and explain the best way to level up their product clearly and securely, they will listen.
