Timbren is the ultimate online platform for drivers in search of suspension components such as axle-less suspension systems and off-road bumpstops. It positions itself as the leading expert, serving both novice and experienced enthusiasts, and satisfying their requirements for vehicle ride control. The website is designed with the aim of maximizing customer conversion and retention by incorporating user-friendly interface and experience, while adhering to contemporary web standards.
UI / UX DESIGN E-COMMERCE AUTOMOTIVE VISUAL DESIGN
2023
The objective of this project is to drive revenue for Timbren, while simultaneously telling the brand story and enhancing the shopping experience for customers. By focusing on these three key points, we aim to achieve sustainable growth and establish Timbren as a leading brand in the market. With minimalist, but efficient design along with thoughtful UX, users are now able to go through a seamless shopping experience on the new Timbren website.
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Understanding Timbren project goals, which encompassed the desired outcomes, scope, and key deliverables, was an essential and pivotal part of the well-executed project kickoff, allowing for effective planning, collaboration, and alignment among the project team members. Based on several conversations with the patron, we've identified 3 key goals for the project.
The project began with comprehensive user research, high-level content blocking and site map development to gain insights into the preferences, behaviors, and expectations of the target audience. Through surveys, interviews, and competitor analysis, the team uncovered key design considerations that would resonate with this demographic.
During the concept development phase of the Timbren project, two design concepts were meticulously crafted, taking into account the patron's requirement of an efficient yet non-overwhelming design direction, which were then presented to the client. Upon evaluating the options, the patron ultimately selected option #2, which subsequently served as the foundation for the comprehensive design of the remaining pages in this chosen direction.
The concept #1 featured a clean and minimalist design, focusing on clear product showcases and intuitive navigation and vehicle search. The use of high-quality product images and concise descriptions emphasized the expertise and professionalism of Timbren Industries. The UI elements were designed to be visually appealing and easy to interact with.
The goal for concept #2 was to create an engaging experience for users while keeping minimalistic design with a slightly different color palette and typography, allowing them to explore and interact with the suspension components in a seamless way with primary focus on the product, brand story and learning resources. The design also incorporated personalized product recommendations based on user preferences and vehicle specifications and a robust search component with garage options.
After presenting the design concepts to the client, Concept #2 was chosen as the preferred direction. I proceeded to refine and develop the UI design based on the chosen concept.
The user interface design included the following key components:
Throughout the UI design process, careful attention was given to visual consistency, typography, color schemes, and responsive design principles to ensure a seamless experience across various devices and screen sizes.
By working closely with the Timbren Industries team and following a user-centric approach, the UI design successfully achieved the project goals of maximizing customer conversion and retention. The final design incorporated contemporary web standards, delivering a user-friendly interface that positioned Timbren Industries as the leading expert in suspension components. The project provided valuable experience in conducting user research, creating design concepts, and implementing a visually appealing and intuitive user interface for an e-commerce platform.
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Agency: pb+j
Role: UX/UI Designer
