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Reframing OBEY E-commerce

User experience design for brand awareness of OBEY clothing

An e-commerce website that reflects Obey's brand value and aims to engage their youth market on a personal level, setting Obey story apart from the pack.

 

ROLE

Ideation, research, user flow design, interface design, interaction design, video production.

TOOLS

Illustrator, Photoshop, After Effects, Premiere.

TEAM

Joy Kong, Madison Sim, Tony Jing

 

DEFINING THE PROBLEM

Obey Clothing becomes indistinguishable from other street wear brands. We compared Obey's website (on the left) to the competitor brands such as Vans (middle) and Quiksilver. After taking out their logos they look very similar and bland. The unique philosophies on which Obey was founded and the messages Shepard Fairey promotes through his art is often lost or muddied.

THE OPPORTUNITY AND EXPLORING

The use of empathic research helped us identify the critical constraints and find areas that could be enhanced by digital intervention. We realized the importance of shifting customers perspective from what they buy to why they buy and saw an opportunity to bridge this innovation gap. Then we dived into figuring out the suitable approach to generate the solutions. And a predictable shifting of brand identity was proved by our research.

Our research proved a predictable shifting of brand identity. We hope the future OBEY would return to value-oriented and distinguishable level.

CUSTOMER JOURNEY FRAMEWORK

We analyzed the potential touchpoint to ground the channels to attract clients, from both business and customers' perspective. The basic user flow formed.

PERSONA AND USER SCENARIO

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Persona: Helena is an 18 year-old university student. She’s works part-time at Starbucks and is a big fan of punk culture. She’s a vegetarian who is becoming more and more involved in political issues, and she wants her clothes to represent her values. She cares about the price of the clothing, but if the cloth seems cool, she will also considers to purchase one. 

User Scenarios: Helena just got her cheque from Starbucks and wants to buy a new shirt. She looked at Vans and Supreme, but she didn’t see anything unique that she liked. Earlier in the day she saw a shirt that just said Obey and Helena decided to look them up. She’s intrigued by the landing page and decides to explore the site further.

Ground the idea into forms

To attract users to Obey story, we designed a landing page that mimics the experience of putting posters on the street wall. We expect their experiences to be emotionally satisfying and attachable to Obey’s culture.

To attract users to Obey story, we designed a landing page that mimics the experience of putting posters on the street wall. We expect their experiences to be emotionally satisfying and attachable to Obey’s culture.

The layout of the site deviates away from the rigid grid style seen on most e-commerce sites to foster a sense of authenticity. These interactions and experiences bring the focus back to the obey story.

The layout of the site deviates away from the rigid grid style seen on most e-commerce sites to foster a sense of authenticity. These interactions and experiences bring the focus back to the obey story.

When looking at select items, such as certain printed tees, users can choose to learn more about the artwork on the shirt, and what inspired them.The overall tone was inspired by the seasonal lookbook of Obey clothing.

When looking at select items, such as certain printed tees, users can choose to learn more about the artwork on the shirt, and what inspired them.The overall tone was inspired by the seasonal lookbook of Obey clothing.

The story page consists of key objects, scenarios, and contexts of the Obey story to interact with the user score. This way even the quick glance down the page can provide a distinctive sense of the obey context.

The story page consists of key objects, scenarios, and contexts of the Obey story to interact with the user score. This way even the quick glance down the page can provide a distinctive sense of the obey context.