AT THE MOMENT
Project Overview
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Type: Solo Project, Case Study
Role: UX/UI Designer
Tasks: Concept Development, Creative Direction, Branding, Information Architecture, Interaction Design, Interface Design, UX Writing, and UX Research
Tools: Figma, Miro, and Notion
Timeline: 2 weeks in February 2023
Goal: Website Redesign -
Important: I have not been in touch with At The Moment. This is just a case study! But a great one :)
At The Moment is a California-based clothing brand that is run by a diverse team of young creatives and offers uniquely designed, high-quality-printed clothing and accessories for fair prices. ATM has a zero-waste mission and is committed to following other sustainability guidelines. As a start-up company that has been constantly growing over the past years, the website got quickly outdated whilst the products got significantly better over time.
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Usability tests showed that At The Moment’s website is perceived as confusing and frustrating when searching for specific products. Users need better navigation that helps them select a wide range of categories and filters in order to find products.
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At The Moment has to follow more universal design language patterns and showcase its unique products in the most common and successful ways.
Before
Find a walkthrough of At The Moment’s old website (April 2023) in the video to the left. At The Moment’s landing page misses a hero section. Product listings are difficult to scan. And most importantly, ATM’s navigation is confusing and lacks important features. Where would you try to look for hoodies?
After
I developed a high-fidelity prototype for At The Moment’s website by incorporating my research findings and design recommendations. I made significant changes by adding a hero and a “How We Roll” section. In addition, I updated the primary and secondary navigation, the footer, and the CTA section and reorganized the product previews, listings, and product pages. Also, I updated many visual elements.
Case Study
Dive deeper into my work by reading my full case study on Medium including all my research findings and design suggestions. Case Study
Please reach out if you have any questions.
