Role

 UX/UI designer

Duration

  1 Week

Team

1 UX Designer

1 UI Designer

Tools

  Figma

Task

  Prototype (hi-fi)

Size

not applicable 

Objectives and challenges

Savvy's primary challenge is redefining the fashion narrative, demonstrating that high fashion can indeed be sustainable.


Our mission is to engage young adults and modern consumers in Berlin, educating them on sustainable practices like recycling and illustrating through Savvy's content that high fashion can also be eco-friendly.

User-Centered Design Validation

We surveyed to identify the brand attributes that resonate most with our audience to validate our design choices and ensure alignment with user expectations. Within 24 hours, we received 32 responses, highlighting the magazine as High Fashion, Feminine, Luxurious, Elegant, and Youthful. Additionally, we surveyed several font choices, ultimately selecting the Didot font for its alignment with the magazine's aesthetic.

Editorial Design

Savvy is an innovative, eco-conscious, high-fashion magazine slated for launch in 2022. The project's core was to develop a prototype that reflects the brand’s personality, inspired by existing user personas, and establish a robust editorial design framework.


A critical aspect of our approach involved conducting a competitor analysis and examining brands aligning fashion with eco-friendliness—a challenge Savvy aimed to master.

Moodboard

Three mood boards were also evaluated by users, with Mood Board E being chosen by 38 respondents as best representing the "eco-conscious" and "high fashion" ethos of Savvy.

High Fashion can also be eco-friendly

Information Architecture and Conversion Strategies

One of our primary goals was to design an information architecture that is both structured and engaging, preventing reader fatigue and ensuring high conversion rates. To achieve this, we adhered to five fundamental design principles:


1. Enclosing the call-to-action within a distinct container.


2. Applying colour theory and contrast psychology to enhance readability and attract attention.


3. Using directional cues to guide the reader’s eyes towards the call-to-action.


4. Effective utilisation of whitespace to create a clean, uncluttered layout.


5. Establishing a clear visual hierarchy to facilitate an intuitive navigation experience.


Prototype


Design Process and High-Fidelity Prototype

We embarked on creating a high-fidelity prototype, viewable on Figma, that encapsulates Savvy's key attributes: eco-friendly, sustainable, high fashion, and elegance. The design process included a visual analysis of leading competitors like Vogue, Elle, and Aware. We aimed to synthesise elements from these platforms, ranging from nature imagery and recycled materials to interviews with designers who adhere to sustainable practices. This approach ensured the articles would be visually appealing and varied enough to maintain online reader engagement.