Locago
As the Brand & Web Design Intern at Locago, I shaped the brand identity and designed a user-centric experience for a platform showcasing boutiques from Chicago neighborhoods.
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Brief
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Secondary Research
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User Interviews
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Key Findings
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HMW Statement
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Prototyping
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User Feedback
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Ideation
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Final Design
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Reflection
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I worked with the Locago team to learn about their mission and design needs. During our discussions, I identified a
gap in branding and started developing a visual identity that would help connect users with Chicago's small boutiques.
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WORKING WITH THE LOCAGO TEAM
I began by conducting secondary research on the current market for third-party platforms that showcase products from independent sellers. Through this research, I identified three different types of such platforms:
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Online Marketplaces
for Independent Sellers
Ex. Etsy
Boutique-Specific
E-Commerce Sites
Ex. Shoptiques
Online Local
Marketplace
Ex. Facebook
I then conducted 4 user interviews to gain deeper insights into consumers' perceptions of "community" and their expectations regarding the shopping experience, which led to the identification of 3 key findings.
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Convenience matters most
Shoppers want to check local store inventories online and reserve items to eliminate wasted trips and uncertainty around availability.
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Social validation a big influencer Platforms like TikTok, Instagram, and Pinterest are key for discovering local products. Shoppers seek social validation online and are more likely to buy products they see there.
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Everyone love a hidden gem Shoppers prefer curated offerings from local stores over mass-market options, finding limited availability more appealing and valuing the personalized experience.
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After identifying key themes, I developed a "How Might We" (HMW) statement that reflects the design requirements necessary to meet shoppers' needs while aligning with Locago's mission and vision.
HMW . . . design a visually engaging platform and brand identity that feels modern, showcases curated products, and offers a seamless shopping experience?
After formulating my HMW statement, I used it as a foundation to design 3 different prototypes for Locago's visual branding through their Product Landing Page (PLP).
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prototype 1
prototype 2
prototype 3
After designing various prototypes, I presented them to shoppers to gather feedback and understand their needs when shopping and navigating the online local marketplace.
As a shopper...
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I want to see what’s currently trending and nearby my location
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I want to shop in a community-focused marketplace
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I want to shop quickly and know product availability in-store, so I don’t waste time
Using feedback from users and reflecting Locago's core values of trendiness, friendliness, and a strong sense of community. I created a style guide that aligns with the brand's identity.
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Further, I designed the PLP to effectively showcase the style guide, incorporating Locago's services and emphasizing their community focus by highlighting nearby neighborhoods and their benefits for shoppers.
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landing page
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Building a brand identity Explored the significance of visual hierarchy and strategic information placement to effectively showcase brand identity through design elements
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Bringing a vision to life Gained experience in collaborating with a brand to understand their vision, bringing it to life on screen, and helping refine their visual identity
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Understanding a shopper's mindset Developed a deeper appreciation for the methodical approach to UI/UX design, excited to apply these skills in creating meaningful user experiences and impactful designs for future projects
