The task was to build the Merona brand through an online campaign that showcases stylish, comfortable clothes, that make people feel great in any situation, with a Target twist. The result had to weave together multiple touchpoints including the store boutique, social media, and a fashion blog in order to create context and connect the guest to the Merona story.
The design solution for the Merona online boutique followed four main guidelines for the user: to focus on a singular Merona online brand experience; to simplify the means to find and search for the products guests are looking for; to star the Merona story and point of view; and finally provide a clear sense of place as guests navigated around the Merona site experience. From the first month of site metrics, product demand and guest conversation has gone up dramatically on the site as well as time spent on the website and average order value.
The My Merona Look Maker Facebook application is an outfit creation tool aimed at women aged thirty-five and up to inspire and empower them to create a Merona outfit, share it, and purchase it. Through an interactive fashion room on Facebook, we have created a brand platform for Merona to establish a meaningful relationship with the guest and their friends to play and engage with the brand in a unique way. In less then a month from a soft launch, over eleven hundred outfits have been created by Merona fans.
I was the principle interaction designer to handle the Merona Digital Brand Experience, and focused primarily on the Merona online boutique and the My Merona Look Maker on Facebook.
Merona Digital Brand Experience
Site Findings
Sketches
Wireframes
Site Flows
Specifications
Sketches
Wireframes
Site Flows
Specifications
