Role
UX Design, Research, Testing, UI design
Service
8 week timeline, iOS platform, Mobile first design, Align with Fraser Group branding
Year
2023
Project
Overview
Client
House of Fraser is home to the very best in fashion, beauty, home and accessories, bringing together thousands of premium brands including Ralph Lauren, Barbour, Biba, Hugo Boss, Mulberry and Calvin Klein.
Problem Space
Fraser Group wanted to build an app for their annual private event aimed to bring together all of their brands and delegates. The app had to provide attendees with all the necessary information regarding the event and facilitate communication between them. The event was to include a ‘tough mudder’ style race, followed by a day full of live performances including music and talks alongside a variety of food and beverage concessions.
Key features
• Coach booking system
• Food and Beverage token scanning system
• Schedules
• Contact page
• Race Leaderboard
• Live Event map
• Sponsors page (for each brand)
Process
Overview
Research
I conducted extensive research on the target audience, event, and client's brand to understand how I could incorporate a festival theme with the Fraser group brand. My research allowed me to get a good feel for the current themes, colours and designs for similar apps at the current period.
Initial
Ideation
I began with design sketches, roughly mapping out page layouts using Fraser branding. I explored geometrical shapes and their placement to enhance UI design without compromising user experience. This initial experimentation allowed for free exploration without delving into specific details.
Design
Development
Low fidelity
Digital wireframing enabled me to refine my designs and focus on the specific details of the layout and UX design before incorporating colours and logos, among other elements.
Mid fidelity
After speaking with the client and receiving detailed updates about the app's requirements and layout, I began iterating my designs. I added finer details and essential components that were vital to the app's functionality and appearance.
High fidelity
Once my client and I were satisfied with the app's layout and structure, I began incorporating Fraser's brand colours into the designs. I then selected a palette that effectively conveyed a festive theme whilst complementing the black, white and yellow.
Final
Outcome
A few last minute colour changes were made to really align with Frasers Brand identity. I replaced the grey with Frasers bright Yellow which instantly transformed the design.
Learning
Outcomes
Due to it being a closed, private event, we couldn’t complete real time testing. Instead, much of the testing was carried out by the client themselves rather than a focus group. This meant that some of our design decisions were based on the assumption of 5 peoples opinions. I adapted and overcame the problems however and thankfully due to a thorough research stage, careful collaboration and years of design experience, the app turned out a success.
"We have been working with Nick on behalf of Fraser group for the past three months, developing an app for their biggest internal event of the year. Once briefed on the project, Nick immediately took the time to understand the client and their needs providing insightful recommendations on how to best build the app to deliver their desired results, also highlighting any possible changes from the offset.Nick has been a pleasure to work with on this project. He has shown patience and understanding, as well as listening to our requirements and ideas, and delivering designs that reflect exactly what we’ve asked for. We look forward to working with him again in 2024."
Darcie Bone
Conc3ptlondon
Want to work together?
nicholasbrowndesigns@gmail.com
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