Image - Website for FV Sunset part FAQ and Touchpoints to dUCk & LILIT.
From Fashionvalet to dUCk & LILIT. : Crafting Prototypes for a Seamless Transition
Role
UI Designer, UX Designer
Timeline
6-17 June 2022
Product & Platform
FashionValet Sdn Bhd is a prominent e-commerce platform based in Malaysia. It was founded in 2010 by Vivy Yusof and Fadzarudin Shah Anuar. The company specializes in selling fashion and lifestyle products, including clothing, accessories, and cosmetics. FashionValet is known for featuring local and regional brands, supporting the growth of Southeast Asian designers and labels.
2020-2022 they are focusing on highlighting their products dUCk and LILIT. dUCk is specialized for high-end consumers, while LILIT is for the lower end.
In 2022, I contributed to the sunsetting of Fashionvalet and they are focusing on selling through their own dUCk and LILIT. platforms.
Image - First iteration for FV Sunset using fashionvalet style guide
The Problem
FashionValet Sdn Bhd shifted its focus to its own brands, dUCk and LILIT., and closed the platform to simplify operations and adapt to market trends. This allowed them to better serve niche markets, like modest fashion, while maintaining full control over quality and branding for a more sustainable business.
Goal
Getting Fashionvalet users to access and register into dUCk and LILIT. platforms.
And gives an exclusive offer 15% off for the first purchase
Methodology
Desk Research
We actually do some design research by looking in to other design and interactions. But, we have high expectations on this design and prototype, because this is something special, a sunsetting one of our products.
The Process
First Version
When we first created the design, we (the design team) were told by the product manager that they needed a simple modal pop-up on the homepage, both on mobile and website. The modal contains:
Descriptions
Card redirect to dUCk and LILIT.
First, we create user flow and then jump in to the design.
Image - First iteration user flow
After some iterations, we present this screen. Focusing on easy scrolling and showcasing our dUCk and LILIT.
Video - First iteration prototype
Second Version
After being told by the Design Lead (Mr. Eric Leong) that we have to make this project special because it is one of the historical moments for the company. Then we started brainstorming to make this web a bit of a story about a long journey and then sweetly closed with the presence of dUCk and LILIT.
Image - Second iteration user flow
The idea is to tell a story about why we closed the fashionvalet.com and change into two separate platform (dUCk and LILIT.) and the theme is 'sunset' because fashionvalet is sunsetting. "The sunset is beautiful, isn't?"
Image - Second iteration Prototype
Final Result
After careful work, we finished the design on total in 2 Sprints.
We successfully onboard around 400k users from Fashionvalet to sign up at dUCk and LILIT.
I was quite challenged in the creation of this web, because it requires extra prototyping and unusual design, which is different from the fashionvalet style guide. What I'm afraid of is the implementation from the front end developer might different from what we designed, because we have high standards in prototyping.
Lesson Learned
From this task, we learned that it is not impossible to create a great and stunning interactions if we had given enough time and effort.
Thanks to Mr. Eric who given an advice and always push me for being a better designer.