Lifelong Online 이커머스 웹사이트 by Centrick is a highly esteemed winner of the very prestigious 2021 A' Design Award 은상 in 웹사이트 및 웹 디자인 Competition Category.

은웹· 2021

Lifelong Online 이커머스 웹사이트

by Centrick

Client: Lifelong Online

A' Design Award 은상 Winner in 웹 Category

40,360

Verified Award Winner

Verify Award Status for #113075

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Lifelong Online 이커머스 웹사이트

Lifelong Online은 고가치 소비재 제품의 소개와 판매를 위해 제작된 이커머스 웹사이트이다. 디자인은 미니멀한 비주얼 스타일을 따르며, 핵심 내비게이션과 보조 내비게이션, 티커를 웹 콘텐츠를 읽을 때 나타나는 F자형 시선 패턴에 맞춰 배치했다. 카테고리 태그와 필터는 각 컬렉션을 설명하는 멀티 그리드 시스템으로 재설계되었다. 캐러셀은 제품의 특징을 강조하고, 티커는 정보를 빠르게 전달한다. 여백과 단순화된 정보 구조는 시각적 혼잡을 줄이고 더 빠른 구매 결정을 돕는다.

The Recognition

About the A' Design Award 은상

Lifelong Online 이커머스 웹사이트, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. Lifelong Online 이커머스 웹사이트, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. Lifelong Online 이커머스 웹사이트, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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.
Dimensions & Packaging: 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.
Tags: User Experience, User Interface design, Human Centrick Design, Behaviour Design
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: 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.
Operation Flow: 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.
Team Members: Roy Menezes
Yash Chauhan
Zara Daruwalla
Malavika Shah
Anamta Shaikh