GrandVisions, the world's largest optical retail brand, embarked on a digital transformation journey in partnership with Shift. Following the successful implementation of a new brand identity system in 2016, the need arose for a unified digital design language system to enhance the online consumer experience. This system aimed to create a cohesive and consistent visual identity across the GrandVisions e-commerce app and website, with the ultimate goal of increasing the pace of creation and innovation while maintaining a harmonised brand experience for consumers.
Research and Discovery
Conducted an in-depth analysis of the existing digital platforms to identify pain points, inconsistencies, and areas for improvement.
Engaged stakeholders from various departments to understand their unique needs and expectations for the digital design language system.
Atomic Design Methodology
Implemented the atomic design methodology to break down the design into its smallest components, allowing for the creation of a scalable and modular system.
Developed a library of repeatable components, ranging from buttons and forms to more complex modules like product cards and navigation bars.
Symbol/Icon Libraries
Created a comprehensive set of symbols and icons that reflect the brand identity and maintain consistency across platforms.
Ensured the icons were intuitive, scalable, and easily recognizable by users, contributing to a seamless user experience.
Design Standards
Established a set of design standards and guidelines to govern the use of components, ensuring a unified and coherent appearance throughout the digital ecosystem.
Documented rules for color schemes, typography, spacing, and responsive design to maintain consistency across devices.
Improved Consistency
The design system successfully established a cohesive visual identity across GrandVisions' e-commerce platforms, ensuring a consistent and recognizable brand experience for users.
Increased Efficiency
The modular nature of the design system significantly increased the pace of creation and innovation, allowing for faster development cycles and updates.
Positive User Feedback
User testing and feedback indicated an improved user experience, with users praising the intuitive design, clear navigation, and overall consistency.
Streamlined Development Process
The collaboration between design and development teams was enhanced, leading to a more streamlined and efficient development process.
Scalability
The design system's modular components and guidelines facilitated scalability, enabling GrandVisions to expand its digital presence while maintaining a unified brand experience.
In conclusion, the implementation of a comprehensive design system for GrandVisions' e-commerce app and website not only addressed existing challenges but also set the stage for sustained growth, innovation, and a seamless user experience across digital platforms.
