Locofast : Website & rebranding
A facelift for India's fastest-growing cloud textile factory, streamlining the textile supply chain. Ideated and designed a web and mobile-friendly website.
Role : Lead designer
Responsibilities : Product design, usability testing, UX research, visual design.
Stakeholders : Fabric manufacturers & suppliers and the Locofast team.
Designed for:
Understanding the problem
The current website was not communicating the core business values and about the new mobile app.
The logo did not reflect a clear image of the nature of the business.
Design goals
As a startup with $15 million in funding, Locofast was expanding overseas, and with growing business came a larger user base for which new user research was required to understand the user needs and frustrations.
Increasing the conversion rate and creating awareness of their new products.
Considering the needs and rewuirements of the International and diverse users.
Project timeline
8 weeks for the complete revamp of the website
4 weeks for designing the mobile version
Persona development - Understanding the users
While developing these personas, I conducted thorough research, by interviewing the end users to collect the data.
Heuristic evaluation
Issues found
Visibility
The current website design was flat, it did not provide feedback to users about what is happening.
Elements like load indicators, confirmation messages, and clear navigation states were missing.
User control and freedom
No clear direction, lack of CTA buttons to lead the users to take the action.
Accessibility
Lack of elements like color contrast, clear icons, relevant images etc.
Help
Absence of FAQ section on the website.
While the ideal website is intuitive enough not to require help, there should still be easy-to-find help or support options available for users who need assistance. This includes FAQs, tutorials, and search functionality.
Re-branding
Color palette
Primary colors
Authority & Power
Optimism & Positivity
Technology & Innovation
Flexibility & Adaptability
Accent colors
Brand logo
The logo is inspired by the weaving of textiles which not only symbolizes the textile but also the work culture and ethics at the organization.
The idea of a new logo was to prominently reflect the core business of Locofast, which is a cloud textile factory. A company that brings the textile industry together and make it easy to buy and sell textlies.
Old logo
New logo
Wireframes
Developed the low-fidelity prototypes.
Collaborated with the marketing and the design team to obtain the visual language (photoshoots).
Created the color & icon libraries on Figma for the ease of design and development.
Prototyping
Designed a fully-functional high-fidelity prototype.
Created a deliverable development toolkit for the developers.
Performed usability testing with these prototypes.
Made iterations based on the usability testings.
Final design
What's next?
Review: The working prototype was presented to the stakeholders. In this case, there was no major feedback in terms of design.
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Development: Upon successful review session, the file was handed over to the team of developers where I collaborated with them throughout the development phase until the finishing stage.
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Quality assessment: A quality check is run upon development. I personally keep a tab on development and ensure the quality matches the original designs, screen by screen.
Usability testing: The design and the testing team, ran usability testing to ensure the users could finish the tasks smoothly.
Iterations: We would have iterated in case there was a need of a change in design.
Launch: We then successfully launched our new website and received good reviews from our user base.
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Results: Higher conversion rates were recorded.