The design is what truly makes this project special. Being a high-profile fashion label, it was important that I captured web design that was consistent with the brand. To do this, we initially carried out a full discovery phase for the project, exploring key brand guide considerations, competitors, and the current online presence of the brand. This enabled me to ensure that the design phase matched Au Départ’s image, goals, and mission for this exciting project. The overall feel of the website is sleek and thin, and products in the collection pages and shop look sections are displayed beautifully so that customers can easily find what they are looking for. To bring the design to life, our in-house Shopify development team used the best-practice processes to ensure that the performance of the website was optimised, so that the design could be displayed with minimal page loading times, with KPIs such as conversion rate being maximised and bounce rate minimised respectively. Implementing technologies such as advanced filtering and logic into this design helped show the correct variant to the customer upon filtering by colour, further strengthening these KPIs.