What design fundamentals and style system was used?
I have highlighted the parts of my redesign that fall in line with design fundamentals
"An increased number of choices means that the time taken to make a decision by the user increases."
The original homepage had multiple options for discounts that would overload the cognitive ability of the user.
To remedy this, I moved all discounts to a scrolling banner at the top of the page.
Users will therefore be able to understand what criteria they'd have to meet to be eligible for each discount.
"Sites should work the same as the other sites"
Through reasearch I found that respondants also used PRETTYLITTLETHING,BOOHOO and ISAWFIRST, which all used similar themes, typefaces and call to actions
Due to this, I chose a similar colour theme and general look of SHEIN's competitors.
Boohoo August 2022 page
Law of Common Region
"Elements will be percieved as a group of they share an area with a defined boundry"
Borders and boxes have been added, to separate different types of information together, in order to indicate to the user the areas of the homepage that are relevant to each other.
Below is the style guide I created for SHEIN.CO.UK. My aim was to ensure complete uniformity in style and formatting.
I opted for a small colour palette to keep inline with my "simple" redesign. Pink was chosen to symbolise femininity and youthfulness. I partnered it with Grey as it creates a welcoming and comfortable feel when paired together.
Throughout the design process, I was careful to keep accessibility guidelines in mind.
In terms of the colours used throughout the designs, I ensured I had a good contrast between colours so that they were accessible to users with visual disabilities.
I used Open CC Checker in order to check the contrast. I was able to experience what colourblind users would see if they were to navigate the website.