farfetch.com forms the hub of a global fashion community that unites independent boutiques around the world with fashion lovers.
farfetch.com has been a real turning point in my career. While redesigning the website, I gained a respect for a new brand identity in the real world, and struggling to maintain the identity with no compromise to many features of an e-commerce website. My role is to design / maintain and expand the new brand identity, while designing new features for the website from concept to execution, my main focus being the 'People' page, 'Boutique Directory' while overhauling more technical projects such as the 'wish list', product pages and customer checkout.
Creating and maintaining a new, strong brand identity was a struggle, however, I believe the farfetch.com concept shines brighter with clearer navigation, more focus on the farfetch.com partner boutiques and more importantly, letting the product take center stage.
I believe the redesign helps to create a better atmosphere for the customer, creating a feeling of luxury with ample white space, providing a great customer experience with every page considered thoughtfully.
farfetch.com