CentrickによるLifelong Online Eコマースウェブサイトは、ウェブサイト・ウェブデザインコンペティションカテゴリーにおける非常に権威ある2021 A' Design Award 銀賞の優れた受賞作品です。

銀ウェブ· 2021

Lifelong Online Eコマースウェブサイト

デザイナー： Centrick

クライアント: Lifelong Online

ウェブカテゴリーのA' Design Award 銀賞受賞者

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デザイン

Lifelong Online Eコマースウェブサイトについて

Lifelong Onlineは、高付加価値の消費財を紹介・販売するために制作されたEコマースウェブサイトです。デザインはミニマルなビジュアルスタイルを採用し、メインナビゲーション、サブナビゲーション、ティッカーは、ウェブコンテンツを閲覧する際の視線の動きであるF字型パターンに沿って配置されています。カテゴリータグとフィルターは、各コレクションを分かりやすく伝えるマルチグリッドシステムとして再設計されました。カルーセルが製品の特徴を際立たせ、ティッカーが情報を素早く伝達します。余白の活用と簡潔化された情報アーキテクチャによって煩雑さを軽減し、より迅速な購買判断を支えます。

受賞

A' Design Award 銀賞について

Lifelong Online Eコマースウェブサイトは、見事で印象的なハイエンドのデザインに授与される、非常に権威ある評価である A' Design Award 銀賞の受賞作品です。銀賞の受賞作品は、きわめて輝かしく創造性に富んだ作品であり、デザイナーの傑出した専門知識、才能、洞察力を示しています。Lifelong Online Eコマースウェブサイトは、素晴らしい代表作であり、驚くほどプロフェッショナルで、深く革新的であることが期待されます。この A' Design Award 銀賞を受賞したデザインは、非常に注目すべき称賛される発明であり、芸術・科学・デザイン・技術の境界に寄与し、それを前進させます。Lifelong Online Eコマースウェブサイトは、多くの人に羨まれる創造物であり、欲求を呼び覚まし、前向きな感情をもたらし、驚きと感嘆を灯します。

デザインの裏側

プレスキット

デザイナーが提供するクレジット、チームメンバー、技術的な詳細。

独自の特性: Centrick simplified architecture, balanced aesthetics with speed, added invention to engineer this online experience. Research proves content is consumed at amazing speeds in an "F" pattern. Important information was placed along this pattern to drive conversions. Tickers used to rapidly convey information were built into this platform. Filters re-engineered for navigation to educate and enhance user experience. A singular visual language ensured ease, efficiency and scalability.
寸法とパッケージ: Shopify was the chosen platform. So, collections had to be re-engineered. Category tags and filters were redesigned as a multi-grid system to educate the offering of each collection. Product features drive sales. Carousels were reconstructed to showcase features, a first on this platform. Tickers, another first, were integrated to deliver efficiency and seamless communication. A clean and minimal visual style ensured aesthetics and speed, allowing the team to capture 300 shots in 32 hours.
タグ: User Experience, User Interface design, Human Centrick Design, Behaviour Design
製造技術: It started with Centrick's obsession to make things look good, thus perform better. The design revolved around the philosophy "Minimal Maximal". Minimal in style, maximum in function. How a site is organised, dramatically affects how a customer feels. The information architecture minimised information overload, easing customer decisions. Clutter leads to fatigue, so space was used as a resting place for the eye. The 3 second rule of e-commerce was not just respected, but built around.
デザインの課題: The hardest challenge was creating a visual style that aided rapid production of assets while retaining the aesthetic value of the website. It needed a system to reduce time, cost, bringing expandability and scalability to match ease and creativity. Shopify was restrictive. It needed invention across interfaces. During a lockdown 130 products had to be catalogued in 32 hours. It required logistic planning of a whole other level. Centrick had to be uncompromising in design and engineering.
リサーチ: Human Study was the foundation of our research methodology. They used tools like ethnography on site, retail observation, purchase decision hierarchy and mystery shopping experiments. Results proved Indian online shoppers seek value in each purchase. E-commerce sites tend to build a lot of clutter to resemble neighbourhood markets. But, this failed to find a sweet spot with online audiences. This endorsed the design philosophy "Minimal Maximal" which cleared the clutter to power sales.
インスピレーション: To create this new online destination, Centrick studied human behaviour in the offline world and sought inspiration from it. In crowded market places, retention time and engagement was particularly low. Beautiful spaces seemed to better engage audiences, increase their time spent with products and thus boosted sales. However these designed spaces were synonymous with luxury and big ticket items. Centrick found a gap and bridged it. The team took inspiration from beautifully designed showrooms and coupled it with the offerings of a market place. The result was an online destination that showcased high value products in an aesthetically pleasing environment.

Given that such websites have 3 seconds before potential customers turn their backs and walk away without learning about the brand or what's on offer, this design principle changed the way e-commerce and online marketplaces were thought and designed in India.
プロジェクト期間: The project started on 15 May 2020 and taken live on 14th July 2020. This included photography of over 130 products in 32 hours and during India's harshest lockdown. The centre for design was in Mumbai. Coding and Development was in Nasik. The brand was based in Delhi.
オペレーションフロー: Core navigation, secondary navigation and tickers were made to follow the “F” shaped pattern for reading web content. Care, a single click for service, extending warranties and tutorials, was placed at its very edge. They pushed the standards of Shopify and enhanced its fundamental components. They changed the construction of collections into eye catching multi grid systems. Their collective obsession to simplify and create efficient and responsive design was at the core of this website.
チームメンバー: Roy Menezes
Yash Chauhan
Zara Daruwalla
Malavika Shah
Anamta Shaikh