Client - Dorell Fabrics
Role - UX/UI Design Intern
Team - Brooklyn Digital Foundry
- 1 Project Manager
- 1 UX Strategist
- 2 Visual Designers
- 2 Developers
Timeline - March - July 2022 (4 months)
- Design a corporate communications website that captures Dorell’s brand and generate new leads
- Research how to best communicate company messaging through information architecture
- Make recommendations for how the webpage can better communicate the company's commitment to an environmental and sustainable future
- identify areas for improvement in terms of design and messaging
Research - Exploring the problem space
To gain insight into needs and expectations for the new site, I interviewed various members of their leadership team and conducted research into the market to understand the client’s strengths and find opportunities for impact. I synthesized key findings into an affinity diagram to identify common trends and actionable insights.
- Getting the word out: In the past Dorell had relied on word of mouth and cold calling to show their fabric samples and bring in new accounts. However, continuing solely on this in-person business model was not entirely practical given the changing environment and expectations of remote work.
- When they had tried to reach out to contacts in new industries, people didn’t know who they were because it was difficult to find that information online.
- Need to have people understand breadth, scope of service and products
- Changing audiences: Historically, Dorell pitched their business directly to executive company stakeholders, but nowadays the main contacts for sales are mid-level representatives that present their own recommendations to higher ups.
- These representatives have many responsibilities, and finding fabric sourcers is typically only one of them. It’s important to capture their attention by making their job as easy as possible. The site had to support first impressions and brief visitors who were seeking an overall sense of who Dorell is.
- Service-focused brand: Dorell is not a product-driven company, their competitive advantage is providing solutions that are tailored to each client.
- Instead of entering the ecommerce space, they wanted to use their site as a sales tool to generate interest in Dorell as a collaborative partner for companies that have a continued reliance on their solutions.
To take advantage of these opportunities, our main objectives for the site were…
- Providing a “to-the-point” explanation of Dorell’s story and offerings.
- Converting website visitors into potential new accounts.
- Establishing a web presence that markets Dorell’s credibility in the industry while emphasizing innovation and modernity.
Mapping the IA
One of our main goals for the site was to ensure visitors would be able to understand what the company offered with minimal exploration on their end. The project scope only allowed resources for 5 unique page types, one of which was a flexible template containing components for customizable content. I used a stripped-down approach to the IA, limiting the unique templates to pages that would use components only used in place, such as the product index, and a contact page.
I was also responsible for creating and iterating for wireframes for both mobile and desktop, and ensuring that the site could stand alone as a representation of the client’s present and future without the need for continued fine tuning. In line with the minimalist IA, I focused on making the pages concise and easily digestible, with simple text and image components that made it easy to understand the benefits of partnering with Dorell. In order to generate leads, we included calls to action on every page to the contact form.