Hi, I’m Gemma, a digital product designer based in Brooklyn, NY.
Want to see more work?
Say hi and request my portfolio via email or linkedin.
→ Framebridge
Framebridge came to us with an outdated and clunky native iOS app, as compared to their website. I lead our team in re-designing their full e-commerce flow from designing to purchasing a custom frame, optimized for the mobile experience.
We began with strategizing mobile/web parity, and determining the core feature set of the re-design.
A large part of the work leading up to the re-design was working with the Framebridge team to structure the app using their API and backend requirements for customizing an order, completing the checkout flow, and shipping to the customer.
We worked to better-utilize the Framebridge brand system’s hierarchy to simplify a flow that have could easily felt overwhelming as a result of their extensive product offerings.
If you wanted to give your frame the full Xzibit treatment, you could, but our main objective was to get a customer through the ordering flow as easily and quickly as possible.
To do that, we focused on repositioning key customization features to the bottom half of the screen, in order to improve accessibility and bring UI closer to the user's thumb.
This also prompted us to reconsider the old app-hierarchy from emphasizing one frame at a time with lengthy product descriptions and product detail shots.
Instead, we introduced a scrolling dial so customers could quickly compare several frames with their photo, visually conveying that they have access the entire collection, before diving into product details.