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https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1563462582544-OAF1DC8BVTMGZNS6Z59K/lauren-grace-design-freelance-ux-designer-london-uk-charity-ios-android-app-types-of-competitive-analysis.png Charma https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561718094506-6M6RIF746C90GQYTHAXX/Lauren-grace-design-freelance-photographer-social-flatlay Charma https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1563456806110-M65THJGNI3XHDIWOD335/lauren-grace-design-freelance-ux-designer-london-uk-charity-ios-android-app.jpg Charma https://laurengracedesign.com/cornerstone daily 0.75 2019-08-05 https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1565011731886-GMGBGTKCX9ZPUZGD701Z/lauren-grace-design-freelance-graphic-motion-designer-london.gif Cornerstone https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561722591632-Y2OS4TREQIR28PUDZR6O/freelance-graphic-designer-coffee-book-brochure-interiors.jpg Cornerstone https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561718185185-IHVOHRGGTK0XAAZJCGTX/LGD_BananaScoops_Packaging_Raspberry_V2.01_WebRes.jpg Cornerstone https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1565011731886-GMGBGTKCX9ZPUZGD701Z/lauren-grace-design-freelance-graphic-motion-designer-london.gif Cornerstone https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561723999213-MV8SICFYUMGZZNILC4KI/freelance-digital-designer-london-lauren-grace-design-fashion-menswear-luxury.jpg Cornerstone https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561718094506-6M6RIF746C90GQYTHAXX/Lauren-grace-design-freelance-photographer-social-flatlay Cornerstone https://laurengracedesign.com/sofa-chair daily 0.75 2019-08-05 https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1565012921877-BMXT1CH3CEDWCBK8VZQ5/lauren-grace-design-freelance-graphic-email-designer-london.jpg Sofa &Chair https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1565012801383-PK7AQZTA92JPVDXKJ3NG/lauren-grace-design-freelance-graphic-brochure-designer-london-luxury.png Sofa &Chair https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1565012874038-PU3OC355K59K1S4TPR8X/lauren-grace-design-freelance-graphic-brochue-designer-luxury-interiors.png Sofa &Chair https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561718185185-IHVOHRGGTK0XAAZJCGTX/LGD_BananaScoops_Packaging_Raspberry_V2.01_WebRes.jpg Sofa &Chair https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561718094506-6M6RIF746C90GQYTHAXX/Lauren-grace-design-freelance-photographer-social-flatlay Sofa &Chair https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1565012874038-PU3OC355K59K1S4TPR8X/lauren-grace-design-freelance-graphic-brochue-designer-luxury-interiors.png Sofa &Chair https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561723999213-MV8SICFYUMGZZNILC4KI/freelance-digital-designer-london-lauren-grace-design-fashion-menswear-luxury.jpg Sofa &Chair https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1565012801383-PK7AQZTA92JPVDXKJ3NG/lauren-grace-design-freelance-graphic-brochure-designer-london-luxury.png Sofa &Chair https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561722591632-Y2OS4TREQIR28PUDZR6O/freelance-graphic-designer-coffee-book-brochure-interiors.jpg Sofa &Chair https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1565012921877-BMXT1CH3CEDWCBK8VZQ5/lauren-grace-design-freelance-graphic-email-designer-london.jpg Sofa &Chair https://laurengracedesign.com/my-folio daily 0.75 2019-08-05 https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1565012033038-YJGMFYL7PLFYGQ0W9P9C/1526571311748.png My-Folio https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1565012033038-YJGMFYL7PLFYGQ0W9P9C/1526571311748.png My-Folio https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561722591632-Y2OS4TREQIR28PUDZR6O/freelance-graphic-designer-coffee-book-brochure-interiors.jpg My-Folio https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561718094506-6M6RIF746C90GQYTHAXX/Lauren-grace-design-freelance-photographer-social-flatlay My-Folio https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561718185185-IHVOHRGGTK0XAAZJCGTX/LGD_BananaScoops_Packaging_Raspberry_V2.01_WebRes.jpg My-Folio https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561723999213-MV8SICFYUMGZZNILC4KI/freelance-digital-designer-london-lauren-grace-design-fashion-menswear-luxury.jpg My-Folio https://laurengracedesign.com/nectar-sleep daily 0.75 2019-08-05 https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1565012339193-QWZ6ESX86HUTLI3DCGCC/lauren-grace-design-freelance-graphic-designer-packaging.jpg Nectar Sleep https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561723999213-MV8SICFYUMGZZNILC4KI/freelance-digital-designer-london-lauren-grace-design-fashion-menswear-luxury.jpg Nectar Sleep https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1565012339193-QWZ6ESX86HUTLI3DCGCC/lauren-grace-design-freelance-graphic-designer-packaging.jpg Nectar Sleep https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561718094506-6M6RIF746C90GQYTHAXX/Lauren-grace-design-freelance-photographer-social-flatlay Nectar Sleep https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561722591632-Y2OS4TREQIR28PUDZR6O/freelance-graphic-designer-coffee-book-brochure-interiors.jpg Nectar Sleep https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1561718185185-IHVOHRGGTK0XAAZJCGTX/LGD_BananaScoops_Packaging_Raspberry_V2.01_WebRes.jpg Nectar Sleep https://laurengracedesign.com/clarks-shoes daily 0.75 2023-10-11 https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/8ca5e8e2-8c1e-4831-83c7-744aad612710/image-asset.jpg Clarks Shoes - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/4e94ed11-31c7-46e8-b879-31bbb0d83d39/Screenshot+2023-10-11+at+12.20.51.jpg Clarks Shoes - Make it stand out Mainly, I found repeated issues with the following two Heuristics “Aesthetic & Minimalist Design” and “Consistency & Standards” whereby the hierarchy of pages/information was not clear/refined/correct and therefore contributed to cognitiveoverload and confusion for users. Example. Homepage banner CTA’s using lower case font, other areas capitalised, on top of busy graphic and colours used not accessible with contrast ratio. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1523ff8f-7b8c-4e94-86a5-b8943c621b02/Screenshot+2023-10-10+at+14.28.13.png Clarks Shoes - Make it stand out Workshop key output: The key UX journeys were defined through careful consideration and elimination. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/5fe1e5cc-df55-4597-95f7-3bc597f892d8/Freelance-ux-designer-fashion-ecommerce-senior.jpg Clarks Shoes - Myself and my team embarked on a journey with Clarks Shoes’ global leadership to transform their online presence to be: https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/f14ef832-b8af-4d53-9124-f6452da697b9/Screenshot+2023-10-11+at+13.17.17.png Clarks Shoes - Project Vision Statement This Project Vision documentation is referred to by the whole design team moving forward as a priority and goal reference point when designing. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/be02a8f1-f925-4fe5-b1df-f20f8c9def1c/image-asset.jpg Clarks Shoes - Make it stand out Problem: It was established that we were unable to implement new features, components or content for this project. The task now to improve rather than re-invent. Solution: I created an ever-evolving document throughout the process keeping note of future scope requirements, this was categorised by priority and the scope of work defined with the development agency to give a traffic light system of deliverability. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/c3d32d91-9628-4d45-a17a-7ee79ca58e79/Screenshot+2023-10-11+at+12.32.54.png Clarks Shoes - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1bac28a1-1217-4585-8c14-cfc8a9dffe0b/Screenshot+2023-10-11+at+12.47.10.png Clarks Shoes - Make it stand out This task could have been delved into infinitely, therefore the output of these personas reflected the needs of the user, business and importantly timelines of the project. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/717d2dc5-a656-450c-8205-1e4d279c1d12/image-asset.jpg Clarks Shoes My role: Freelance Senior Lead UX Reporting to: Creative Director & Clarks Leadership Leading: x2 Junior & x1 Mid-weight Designers https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/025ac390-e2f6-4788-9f55-5400005d5e12/Screenshot+2023-10-11+at+12.20.25.png Clarks Shoes - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/025ac390-e2f6-4788-9f55-5400005d5e12/Screenshot+2023-10-11+at+12.20.25.png Clarks Shoes - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/f14ef832-b8af-4d53-9124-f6452da697b9/Screenshot+2023-10-11+at+13.17.17.png Clarks Shoes - Project Vision Statement This Project Vision documentation is referred to by the whole design team moving forward as a priority and goal reference point when designing. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1bac28a1-1217-4585-8c14-cfc8a9dffe0b/Screenshot+2023-10-11+at+12.47.10.png Clarks Shoes - Make it stand out This task could have been delved into infinitely, therefore the output of these personas reflected the needs of the user, business and importantly timelines of the project. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/717d2dc5-a656-450c-8205-1e4d279c1d12/image-asset.jpg Clarks Shoes My role: Freelance Senior Lead UX Reporting to: Creative Director & Clarks Leadership Leading: x2 Junior & x1 Mid-weight Designers https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/c3d32d91-9628-4d45-a17a-7ee79ca58e79/Screenshot+2023-10-11+at+12.32.54.png Clarks Shoes - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/4e94ed11-31c7-46e8-b879-31bbb0d83d39/Screenshot+2023-10-11+at+12.20.51.jpg Clarks Shoes - Make it stand out Mainly, I found repeated issues with the following two Heuristics “Aesthetic & Minimalist Design” and “Consistency & Standards” whereby the hierarchy of pages/information was not clear/refined/correct and therefore contributed to cognitiveoverload and confusion for users. Example. Homepage banner CTA’s using lower case font, other areas capitalised, on top of busy graphic and colours used not accessible with contrast ratio. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/be02a8f1-f925-4fe5-b1df-f20f8c9def1c/image-asset.jpg Clarks Shoes - Make it stand out Problem: It was established that we were unable to implement new features, components or content for this project. The task now to improve rather than re-invent. Solution: I created an ever-evolving document throughout the process keeping note of future scope requirements, this was categorised by priority and the scope of work defined with the development agency to give a traffic light system of deliverability. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/8ca5e8e2-8c1e-4831-83c7-744aad612710/image-asset.jpg Clarks Shoes - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1523ff8f-7b8c-4e94-86a5-b8943c621b02/Screenshot+2023-10-10+at+14.28.13.png Clarks Shoes - Make it stand out Workshop key output: The key UX journeys were defined through careful consideration and elimination. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/5fe1e5cc-df55-4597-95f7-3bc597f892d8/Freelance-ux-designer-fashion-ecommerce-senior.jpg Clarks Shoes - Myself and my team embarked on a journey with Clarks Shoes’ global leadership to transform their online presence to be: https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/1696931271919-G9TFNH9A2F7VX6S597QE/freelance-ux-ui-designer-ecommerce-ClarksShoes.png Clarks Shoes https://laurengracedesign.com/maravilla-los-cabos daily 0.75 2023-10-03 https://laurengracedesign.com/onloan daily 0.75 2023-10-17 https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/6d5b1fcb-761f-47f6-b791-472a887ccb70/01.01.01+DISOVER+Business+Goals.jpg Onloan - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/c7dd8dbe-9296-49e7-a5c6-5d65a42f94f9/03.01.01+DESIGN+Low+Fidelity+Wireframes.jpg Onloan - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/f2ead0d7-6a2e-4bcf-9b8e-b8bc9e4337e3/01.03.01+DISOVER+Survey+Results.jpg Onloan - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/244579f3-69be-4f72-aad2-3bc2ae65f7f1/01.04.01+DISOVER+GA.jpg Onloan - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/a54f5558-af49-4967-ad23-df76019db6c0/01.06.01+DISOVER+How+Might+We.jpg Onloan - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/03ef0480-645b-4d7c-9217-7c8884afa9b3/01.03.02+DISOVER+Survey+Quotes.jpg Onloan - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/44b59bee-a8ba-4899-8f4a-1f98db8f47d1/03.+Quote.jpg Onloan - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/6eb814c1-07d9-4744-9e57-e98d68c3fffd/03.02.01+DESIGN+Mid+Fidelity+Wireframes.jpg Onloan - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/9619ba53-afef-48a5-b8fe-38ddd9e62d28/03.03.01+DESIGN+Mid+Fidelity+Wireframes+%28desktop%29.jpg Onloan - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/c884c3fb-5c32-41ad-b743-50629cf9fe76/01.00.01+DISCOVER+Brief.jpg Onloan - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/2685c135-14a3-4277-bd49-894a5dbe18cc/image-asset.jpg Onloan My role: Freelance UX UI (Product Designer) Reporting to: Founders Team dynamic: Sole designer https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/e0df37e7-7a4f-4da3-89cc-c1ba9b0cb891/03.03.01+DESIGN+Mid+Fidelity+Wireframes+%28mobile%29.jpg Onloan - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/944d3c5b-a21d-4383-8097-54af5397a320/03.02.01+DESIGN+Mid+Fidelity+Wireframes+Copy.jpg Onloan - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/55dd7457e4b07a7e52fafe9d/fae583ba-f2bd-4fd6-a08a-f19bd65bcfa4/01.05.01+DISOVER+Heatmapping.jpg Onloan - Make it stand out Whatever it is, the way you tell your story online can 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