Illesteva sunglasses are designed in New York City with a downtown-cool aesthetic that makes them a favorite among the international fashion set. They’re handcrafted from top-quality materials from Italy and France, where some of the best eyewear is made. In response to several store openings and successful sales, illesteva sought to update their digital flagship at illesteva.com.
ID was challenged to design a site that is easy, intuitive, and enhances usability rather than decorates it. Because Illesteva’s mobile traffic makes up over 50% of the overall site traffic, it was extremely important to utilize a true mobile-first approach for the UX of the new site. Other important features included: extending the site’s unique “Build your Own” process for customizing your own combination of frame/lens color and adding a Store Locator feature for the 1,000’s of boutiques that carry the brand.
After a competitive analysis and in-depth research of the Illesteva brand and their consumer, ID executed a full service design phase including strategy, UX, concept design, visual design, front-end and back-end development based on Magento CE and WordPress. The site is integrated with LightSpeed Cloud for inventory management. The goal of the site was to make it minimal, modern, and product-focused, reflecting the straight-forward approach of the in-store experience created by illesteva. We crafted a custom build of the “Design Your Own” feature, ensuring that it was intuitive and fun to use. We also reinvented the main menu by highlighting Illesteva’s best selling products. It should entice the user to explore what’s new with visual cues. ID trained the client team on how to update the Magento Content Management System for key features. Shipstation was integrated in order to streamline the shipping and fulfillment process. The result is a modern responsive website that keeps the focus on the amazing sunwear and glasses.
ID approached the strategy and planning phase for the site by utilizing UXPin to manage different site maps and information architecture. UXPin was utilized to create a dynamic, clickable prototype that was easy to share online.
ID populated content for over 25 page templates for mobile, desktop & tablet, and included important CMS functions that would be utilized by the Illesteva team to manage all of the content of this Magento site.
STRATEGY & CONCEPT
VISUAL DESIGN + DEVELOPMENT
The Design phase began with the Concept Design. Starting from the client’s well developed brand standards, two different directions were identified that would align with our design goals yet meet their existing standards. We wanted the design to be unique enough that it would appeal to a luxury market, yet comfortable enough that we would not alienate their existing customer base.