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Locago

Created the visual identity for Locago, translating research on local shopping behaviors into a cohesive brand system and product landing page that highlights community-driven discovery.

  • Brief

  • Secondary Research

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  • User Interviews

  • Key Findings

  • HMW Statement

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  • Prototyping

  • User Feedback

  • Ideation

  • Final Design

  • Reflection

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Locago’s mission is to connect users with Chicago’s small boutiques. After speaking with their team, I identified a gap in branding, leading to the development of a cohesive visual identity.

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working with the locago team

I then conducted secondary research on the current market for third-party platforms that showcase products from independent sellers. Through this research, I found 3 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

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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 3 key findings.

  • 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 is 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 loves 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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I translated these key findings into 3 different prototypes for Locago's visual branding through their Product Landing Page (PLP).
 

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prototype 1

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 shoppers and reflecting Locago’s core values of trendiness, friendliness, and community, I created a style guide aligned 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

🔨 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

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