Duapupa is a clothing label startup that says “chic and elegance”, targeted to women at productive age (twenties and thirties) who live in Indonesian cities, and offer the products in mid-range price. The interpretations of the logo vary: (a) it could be a symbol of a flying creature, or butterfly if you may say it, to symbolise flair & freedom; (b) a highly-stylised abbreviation of “d” and “p” that stands for “duapupa” (which means literally “two larvaes”); and (c) a tied band that you normally see in gifts, representing good quality.
The goal of this project is to create a storefront website that sells the products of Duapupa.
The greatest challenge was how to create a smooth browsing and buying experience, particularly with the product listing, product single page and the transition to purchase. This is an analysis of human psychology, behavior and design issues.
I normally follow this process: 1. Discovery, 2. Concept, 3. Wireframing, 4. Design, 5. Prototyping and 6. Iteration.
With Discovery, I discuss with fellow stakeholders, do background research online, make presentations to the team, talk to future customers. Find the problems and what we have done in the past that worked and didn’t.
With Concept, where the moodboards, storyboards, sketches and theories are all blended in to form a concept.
With Design, I worked on the details of the visuals and apply them through various collaterals.
With Prototyping, I translated the design into workable prototypes.
With Iteration, I continue to perfect every detail as time progresses and further discussions with stakeholders take hold.
A website that caters nicely to its audience with a novel color themes, pleasant user interface and user experience, and most importantly, supports smooth view-to-purchase transition.