Launching an Ayurvedic brand experience
AGENCY
Fantasy
CLIENT
PUIG
PROJECT LENGTH
1 Year
MY ROLE
Senior Product Designer
BRIEF
To create a modular white-label website with branding and experience features for the launch of Kama Ayurveda.
MY DELIVERABLES
UX - Deep dive workshop, Strategy, User research, Experience maps, Feature research, User journeys, wireframes, prototypes
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UI - Design Strategy, Design Feature research, Design System creation and management, Concept Design, Visual design, CMS design consultancy​
THE MOST ENJOYABLE PART OF THE PROJECT
Creating bespoke digital experiences for the site.
THE BIGGEST WIN
Seeing our work showcased as a talk for Config 2024
MAIN BUSINESS METRICS MET
Customer awareness
Increase in sales
Brand awareness
Build loyalty
While working with Fantasy, we were asked by Puig to create a 0-1 white-label product for 3 of their brands KAMA was their high profile brand that they brought over from India to launch in the UK market. Their redesign of the brand flowed through their product offering, the site and their store. I was able to be a part of the full end-to-end journey, leading the Digital Product Design.
We were working with the KAMA team at Puif to bring their vision to life, we had a deep dive meeting to fully integrate ourselves with the brand, their requirements and their launch wish list to establish what opportunities we can bring into the website.
Background research
I presented the research I found online regarding the brand in India and any documentation the client had sent over during initial briefing.
Understanding our customers
We used the research as a way to playback information we had gathered, as well as to fact check in case of any updates or discrepancies. This then formed the backbone of the project to start creating user persona's, business needs and the experience map.
Persona building
I was able to work with the Kama team to flesh out the persona's and why they may interact with the brand, whether they were new and wanted to learn more, a avid admirer who has used their products before or someone wanting to move to a new Ayurvedic brand.
Experience mapping
I was able to work with the Kama team to flesh out the persona's and why they may interact with the brand, whether they were new and wanted to learn more, a avid admirer who has used their products before or someone wanting to move to a new Ayurvedic brand.
Feature opportunities
In all the areas where there was a need to lift the customer experience, I then put forward opportunities across brand, storytelling, product or service which could elevate their journey in someway. Each one would be highlighted with business and tech requirements to aid Puig on the magnitude of each opportunity feature to choose from
Down to the detail
Working with a Lead UX designer, we established each page, section and feature for the site from scratch and created a set of requirements and specifications which would then help the direction of the design and the tech understanding and build.
Hi-Res Wires
We did extensive wireframes for every page and interaction. The dev team then started to build functionality in place, while I started to layer in the creative direction and styling into the designs. As per the brief, 70% of the site was core functionality, with 30% brand styling and individuality.
Concept vision
I created 3 different routes based on the Ayurvedic principles and altered them to fit a scale from simple to more dynamic and vibrant.
AIR was designed to be calm, homing into nature and the senses and having a minimal design aethetic.
EARTH used warmer tones, inspired by the natural colours from the architecture of India, the oils and minerals found in the medicinal products and of course inspired by the earthy textures.
FIRE homed into the deep and vibrant colours of India, the spices, natural colours in the environment, inspiring the ancient scriptures and playing with experimental layering of powders, textures and media to tell a visual story.
I was able to layer in the branding into a design system with fundamental design practices for spacing, font styling and photography. Starting almost a digital brand and system to work with.
Design system meets digital branding
Collectively the KAMA team chose the AIR concept to move forward to, and I worked with a team of designers to layer in my creative direction into the pages. I allowed for creative freedom for them to add their own touch by interpreting my direction, and to bring the brand alive in its content direction and animated features.
Accessibility at the forefront
Accessibility is always in the forefront of all the work I produce, therefore I asked the team to test out all the brand colours with backgrounds we could use as a guideline for the content teams to use for each designed section/module. This will also help the tech team deliver the exact colour combinations to have available in their CMS for the content team.
Along with the main site, we created a few core experiences for their customers, designing a dosha tool and skin routine diagnostic tool.
We designed the backbones of the experiences and layered in the design components, for the content teams to use and build how they want and need to for any future experiences. This giving them flexibility with the modular site.
Multi-use tools
Bringing it all to real life
When designing the website we were also shown store designs for a Kama Ayruveda in London. The designs of the store incorporated elements of the brand, the AIR design concept and other details we had layered into the website to bring in a cohesive and consistent thread between both experiences. Once the store had opened, I popped down for a masterclass with an Ayurvedic doctor. I was prompted to use the Dosha tool we designed as part of the in-store workshop, furthermore connecting online with offline experiences.
