DESIGN DISCOVERY

LIQUIDLAB

Lashanda Hodge

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CONTENTS

Purpose of the Document

Where Do We Want to Go?

What Are Your Competitors Doing?

Who Are We Designing For?

What Do We Want to Visually Convey?

Visual Direction

Responsive Design

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PURPOSE

To define LiquidLab’s visual style, essential to supporting the organization’s commitment to improving the overall well-being of individuals. Our goal is to deliver concepts that visually establish a emotional connection with its intended audiences while distinguishing LiquidLab as a leader in the industry.

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WHERE DO WE WANT TO GO?

Objective and Strategy

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OBJECTIVE

To establish LiquidLab as the leader for healthy living options and information for today's health conscious individuals.

STRATEGY

To convince anyone who wants to elevate their healthy lifestyles to use LiquidLab by helping customers reach and surpass their health goals through customized juice and smoothie services, healthy living tips and total body health plans based on personal preferences, goals and tastes.

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WHAT ARE YOUR COMPETITORS DOING?

Competitive Survey

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Fun, modern and clean with pops

of vibrant color

Narrow and enclosed design lacks

vibrancy and excitement

Clean and simplistic design feels

cold and impersonal

Narrow and enclosed design feels

uninviting and clinical

Simple and clean design allows the

product imagery to create vibrancy

Whimsical and bright design feels

warm and inviting but lacks

sophistication

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WHO ARE WE DESIGNING FOR?

Audience Analysis

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RACHEL THOMAS

Rachel is health and nutrition conscious. She is interested in maintaining a

healthy and balanced diet. She’s already focusing on maintaining a diet of

whole foods, organics, and locally-sourced products whenever possible. She

already has some knowledge about the benefits of cold press juices, but

skeptical of the traditional restrictive juice cleanses offered by LiquidLab’s

competitors. Rachel is looking for and expects a service that will be customized

to her goals and tastes. She is looking for a healthier juice alternative that will

supplement her current healthy lifestyle, while being nutritious, tasty, and easy.

Primary

Lifestyle:Professional, urban dweller

Status:Single with no children

Income:$120,000 per year

Age: 35

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LESLIE WHITE

Leslie is looking to introduce healthier practices to her life, especially

through better nutrition. She has just joined a gym, started an exercise

program, and has been directed by her doctor to eat healthier. She is

looking to add fruits and vegetables to her diet in an easy, quick, and

accessible manner, but is not interested in meal replacements, fad diets,

or excessive restriction. She is open to being educated and looking for

tools to help her lead a healthier lifestyle without too much adaption or

interruption to her current life. She is interested in “tasty”, “easy” and

knowledge sharing.

Secondary

Lifestyle:Professional, urban dweller

Status:Married with 1 child

Income:$90,000 per year

Age: 45

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BRANDS YOUR AUDIENCES’ ADMIRE AND USE

Designs of brands that your audiences love contain the following elements:

1. Immersive experiences with large imagery and fonts

2. Interesting perspective product imagery and authentic person imagery

3. Small memorable and unique details

4. Clean and simple design elements

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WHAT DO WE WANT TO CONVEY VISUALLY?

Design Exploration

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HANDCRAFTEDORGANIC

ENERGY

HAPPYVIBRANT

FRESH

LOCAL

TASTY

POSITIVE

HONEST

BALANCED

PERSONALIZED

HEALTHYQUALITY

SOPHISTICATED

WELLNESS

FIT

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HOW CAN WE VISUALLY CREATE APPEAL AND INDICATE PURPOSE THROUGH STRUCTURE, COLOR AND TYPE?

Visual Direction

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HOME PAGE1. Dramatic hero space grabs attention

and expresses the brand and the brand’s purpose.

2. Brand promise briefly showcases the story.

3. “How it works” content helps users understand how simple signing up is and how juicing can easily be integrated into the user’s everyday lives.

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HOME PAGE

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1. Large product shots showcase vibrancy and purity of the juices with calls to action to view all available products.

2. Testimonial content provides a human element that helps users relate to the brand.

3. More in depth information about the brand with strong imagery helps users better connect with the brand.

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HOME PAGE

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1. Health blog content emphasizes the healthy lifestyle and large imagery is used to highlight the holistic approach to healthy living.

2. Footer restates the main navigation and provides links to company’s social media accounts that help establish communication between the brand its consumers.

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PRODUCT LANDING PAGE1. Smaller hero space helps orient users to

their current location on the site while grabbing their attention.

2. Large product shots display the vibrancy and purity of the juices.

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PRODUCT DETAIL PAGE1. Product hero space uses large imagery

and showcases the juices natural beauty and vibrancy and includes clear calls to action to add items to the cart.

2. Product information uses symmetric information design to enhance readability

3. Fun facts increase interaction with the brand and makes users feel knowledgeable increasing brand loyalty.

4. “More like this” content helps users find other juices that they may be interested in.

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COLOR SCHEME

• Bright pinks represent vibrancy, happiness and tastiness.

• Blues create a balance with the pink and create a sense of calm and sophistication.

• Purple represents balance and quality.

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TYPE

font resembles movement and capriole literally means somersault.

is another humanist font that aids in on screen legibility.

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STYLE TILE

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A balance of strong product images as well as their ingredients will help immerse customers in the natural elements that make your juices. The use of the lighter and warmer colors and visual rhythm and movement create a friendly and inviting experience. Font choices resemble movement but are also highly legible in the browser.

VISUAL APPROACH

VIEW IN BROWSER (DESKTOP)

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HOW DOES THE EXPERIENCE CHANGE FOR USERS VIEWING THE SITE ON THEIR MOBILE DEVICES?

Responsive Design

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QUESTIONS?

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THANK YOU!

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APPENDIXCompetitive Analysis

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• Clean design with limited use of color help users focus on product offerings.

• Simplistic design makes the products more approachable but also less exciting and “cold”.

• Non-responsive site results in a lost opportunity to attract users on the go.

• Lack of story-telling leads to a boring experience.

BLUE PRINT CLEANSE:CLEAN AND APPROACHABLE

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• Narrow screen resolution makes the site feel small and limited.

• Gray columns to the right and left of the page dull the vibrancy that the site tries to achieve with the oranges and greens.

• Lack of imagery on product pages create a barrier to purchase.

• Small text makes information hard to read on key conversion pages (e.g., product pages)

ORGANIC AVENUE:DULL AND ENCLOSED

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• Few primary brand colors are utilized but the use of colorful juice photography creates vibrancy, excitement and energy.

• Large san serif fonts make text scannable, readable and creates an overall trendy site.

• Large hero image on the homepage uses interesting transitions that delight the user and take advantage of the entire viewport, creating an immersive experience.

LIQUITERIA:HANDCRAFTED AND FRESH