VanHeusen is one of the largest and fastest growing branded apparel companies and a premium lifestyle player in the Indian retail sector. For their Autumn Collection - 2014 they teamed up with one of the leading Indian actors and celebrated fashion icons of India - "Deepika Padukone". They co-created "Limited Edition by Deepika Padukone" which emulated her personality through her sense of style "Minimal Excess".
Key Goals
- Curate content for the micro-site from the existing offline content.
- Design a micro-site to showcase their latest collection and the story behind each outfit.
- Develop a concept that can make the brands story-telling experience interacting and exciting for the users.
- As a part of the promotion, miro-site was also displayed in-stores for customer to browse.
Responsibility
User Experience Designer
Interaction Designer
Visual Designer
Audience
Users from Digital Ads(both static & video)
Age Group: 25-34
Content Hook: Deepika Padukone's (DP's) Statement Outfits
Engagement: Outfit Story, Related Outfits, Outfit ensemble
Outfit Style: Trendy, Casual, Accessories
Conversion: Product Details, Buy Online Options, Social Media Share
Users from Social Media Pages
Age Group: 25-34
Content Hook: DP's Statement Outfits, Story Insights, Fashion Insights
Engagement: Outfit Story, Related Outfits, Outfit ensemble
Outfit Style: Trendy, Casual, Accessories
Conversion: Product Details, Buy Online Options, Social Media Share
In-store Users
Age Group: 35-45
Content Hook: DP's Statement Outfits Displayed in-store, Interactive Medium
Engagement: Outfit ensemble, Outfit categories(daily, office, occasion)
Outfit Style: Classic, Formal, Accessories
Conversion: Product Details, Buy In-store Options
Concept
Developing a interactive story telling concept was crucial to increase the online engagements. Users were familiar with the video through other mediums like TV ads and online ads and it would be hard to convince users to stay if the content was repeated. So I decided to provide an interactive experience for our online users . Online users also had access to the exclusive behind the scene footage of the locations that inspired these collections.
Idea
The Idea was to provide bookmarks across the custom video play-bar. Each bookmark (containing the outfit photo & link to the details) revealed itself when the model wearing that particular outfit appeared in the video. A user could also click on each of these bookmarks to activate its content and go to that part of the video.
(I had to remove the content dues to error in the video, however, I have tried to visualize the idea in the wireframe section)
UI & Interaction
Menu
Product Page
Inspiration Page
