Unkillable

Unkillable is an online concept store for a streetwear brand that attempts to bring new interactivity and personalization to the e-commerce experience.

Problem Statement

A survey of some of the most popular streetwear brands today shows a trend toward minimalism, however many of the sites can feel stagnant as a result, without offering a fully engaging or unique product experience. 

Design Research
We spent some time with skateboarders to understand what brands the liked (and why), how they find current experiences shopping online, and the types of product and shopping features which mattered to them. 

Design Reference
To create a new type of product shopping experience, we looked to the world of modern video games like Cyberpunk 2077, which feature an adanvanced level of charater customization.

Design Iterations
We went through multiple iterations to arrive at a design that met user needs and met the aesthetic requirements of the brand. 

Homepage Iterations

We went through multiple iterations to find the right combination of product focus, minimalism, and interactivity. These were tested with user groups to measure relevance. 

Grid System

I'm using an 8-point grid system for its flexibility and because it ensures consistent spacing, aligns well with screen resolutions, and scales seamlessly across various device sizes.

Homepage Features - Pre Filters

A 2013 Harris Interactive study for Janrain found that 74% of online consumers feel frustrated when websites show irrelevant content. One of the ways we are accounting for this is with what we are calling "Pre-filters" which attempt to filter content for the user before viewing the products.

Homepage Features - 'Shop By' Entry Points

Alongside these “pre-filters,” we designed unique ‘shop by’ entry points to cater to the varying shopping preferences of different user segments.

Solutioning: Product Page

The product page is fully rethought, with all products viewable via a single stage and model. The user can add articles of clothing and change color on the fly. 

Solutioning: Layout

The layout is designed to guide the eye towards the center of the page - towards the product. 

Solutioning: Homepage Products

Rather than requiring the user to click into a product page, the site features the ability to explore and add products directly from the homepage.

Market Research: Face Scanners

We looked at a variety of face scanner apps for inspiration in the design of our own. 

Solutioning: Face Scanner

The face scan feature utilizes a futuristic aesthetic, to add to the impression of magic. 

Final Solution

The final solution is loud and dynamic, designed to excite the user and create a memorable experience.