- Role
- Creative direction
- Art Direction
- UX/UI Lead
- Agency
- Another Circus
- Duration
- 9 months
- Year
- January 2023 - September 2023
What is Skroutz01
Skroutz.gr is the number 1 online shopping web-page in Greece.
It started as a price search engine but has grown into a full online marketplace where consumers can shop directly through the platform.
More than 7 million products, from more than 7,000 partner stores, are displayed on Skroutz.gr .
My role
Lead designer in the creative/art process from specification phase till execution.
Fully responsible for the whole UX/UI lifecycle, coordinating a team of three individuals to ensure a smooth handover of the project to the development team.
Finally, conduct quality assurance checks to guarantee the final product's usability and aesthetics.
The Challenge
Compete with other creative agencies to secure the client's advertising specification.
Grasp the current brand guidelines and aesthetics, crafting a design that is both recognizable yet distinct from the current product website, embodying the corporate identity of a brand with nearly two decades of history.
This marks Skroutz's inaugural venture into outsourcing a project.
Challenge acceptedDesign process02
Timeline
Stakeholders interview03
4 one-to-one interviews (30min each) with C-Level executives
Design process04
User flow diagram
After receiving the information, a sitemap was developed, refined, and iterated with the client to structure the content, pages, and sections, ultimately leading to a seamless user experience. The information encompassed various content types, ranging from podcasts and corporate news to CSR initiatives, career opportunities, and corporate values.
Wireframes
Mid-fidelity wireframes were developed and refined in collaboration with the client. Real content was incorporated to verify functionality and optimize space utilization for page layouts
The creative challenge05
Existing brand manual
Skroutz, an established brand since 2005, has cultivated its identity through brand guidelines, aesthetics, and various applications. With this in mind, understanding and becoming familiar with all its elements and their usage is paramount, especially as this marks the client's first venture into outsourcing a project.
Existing product website
Applying the brand guidelines to the current product website entails ensuring that the final design distinguishes itself from the website's current appearance while also maintaining alignment with established elements.
Creative direction ingredients
Following the completion and analysis of stakeholder interviews, extracting and rearranging certain key elements from the client's brand manual, along with incorporating human emotion elements, culminated in the final creative direction.
Color usage logic
Colors were meticulously selected from the client's brand manual, with each color chosen for specific reasons to maintain consistency between the corporate website and the product website.
Custom iconography
Communication & Key Visual
By amalgamating elements from the creative direction, the final concept has now been conceptualized in terms of communication and key visuals.
Breakdown
Creative direction execution
Extending the creative direction to encompass the hero sections of the pages involves maintaining a consistent look and feel while tailoring the communication style to suit the specific requirements of each page.
Art direction logic
In addition to establishing the creative direction, defining the art direction is crucial to ensuring consistency across the website pages. This involves setting specific "rules" governing the aesthetic appearance of the website.
BREAKDOWN
Expanding Art direction
UI Design06
Life at Skroutz
The client aimed to showcase their company's adaptation during the pandemic by synchronizing their workforce and daily activities across various locations (on site, hybrid, remote). An interactive split-screen module was designed to illustrate life at Skroutz, whether working from home or the office.
Prototype
Company timeline
Skroutz, a product with a history dating back to 2005, has been in existence for almost 20 years, undoubtedly boasting a unique narrative. An interactive timeline has been designed, highlighting significant milestones in the client's journey, year by year.
Prototype
Page layouts
Mobile adaptations
Website Launch07
Social media posts
Conclusions08
- Results
- A corporate website has been constructed for a brand with a history dating back to 2005.
- Apart from the e-commerce website, the company can showcase its corporate values, mission, and vision.
- A method to engage with their audience.
- Impact
- Raised brand awareness & credibility
- Establishing a corporate website enhances the company's prestige, fostering greater opportunities for collaborations with third-party entities.
- The website now reveals all the areas and actions that were previously inaccessible through the company's product website.
- Reflections
- Participating in an Ad spec alongside with other creative agencies may induce nervousness, yet it also encourages you to make bold decisions in your design thinking, strategy, and methodology.
- Utilizing an existing brand manual to create something new is more challenging than it appears. It necessitates a complete alignment with the entire company's culture and values.
