Frette

Designing a digital-first, omni-channel user experience that positions Frette as the global authority in fine handcrafted linens since 1860.

Challenge

To position Frette as the global authority in fine handcrafted linens since 1860, celebrating our time-tested, distinct partnerships with the most prestigious hospitality properties and distinguished interior designers around the world. From this foundation of heritage and craftsmanship, the latest chapters of the modern Frette lifestyle will be told. The site will educate the curious and delight the familiar, while delivering an effortless navigation, an omni-channel shopping experience and a seamless minimal checkout to ultimately grow their direct-to- consumer business across continents to $10m+.

Solution

Creation of a digital-first, omni-channel user experience that provides a modern online shopping experience while educating users on the history and craftsmanship of the Frette brand. Dynamic pages immerse users into the world of Frette while providing predictive and accurate search results and intuitive category/product detail pages. The new design provides seamless, one-page/one-click shopping experience with express checkout and store pickup options.

My Role

My role was lead User Experience designer for the discovery and design phases, including:
  • Development and leading co-creation design thinking workshop to arrive at a shared understanding around what is being built, for whom, and the best way to build it. Workshop activities included customer journey sketches, empathy maps and co-designing of key pages for mobile and desktop. 
  • Design and development of all user experience deliverables, including:
    • Proto-Personas
    • User Flows
    • Sitemap & Navigation
    • Wireframes

Sample Deliverables 

Proto-personas

Proto-personas are fictional characters that are used to represent the different types of users t hat may use Frette’s site in a similar way. Unlike personas, which are based on user research, proto-personas are based on findings from the persona / journey mapping exercise from the on-site UX workshop, google analytics review, and looking at competitor sites.

User flows

The user flows depict the stages that each of the proto-personas go through when interacting with Frette. It shows the primary paths of action and will help inform the design of the larger site map and templates to ensure that structure and features best serve the needs of Frette’s target users.

Sitemap and Navigation

A sitemap is like a floor plan. It offers a visual representation of the site’s organization and how it’s different sections are linked together. Sitemaps help illustrate navigational structure. They identify where content will live and show the relationship between different pages. The main focus of this exercise is on improvements to the content pages found throughout the Frette site in sections such as Features & Guides and World of Frette. There are also some additional suggested changes to the header navigation labels and content in the footer.

Wireframes

Wireframes are non-visual mockups of pages that depict page layout/functionality, the relative relationships between components, and any variations of the component based on state (e.g. data being shown) or functional interaction (e.g. user action) of key Frette pages for both the mobile and desktop experience.