Lifelong Online Primary Function: Iwebhusayithi Yezoshishino Kwi-intanethi by Centrick

Lifelong Online Primary Function: Iwebhusayithi Yezoshishino Kwi-intanethi by Centrick is a highly esteemed winner of the very prestigious 2021 Ibhaso Lesilivere le-A' Design Award in Uyilo lweWebhsayithi kunye neWebhu Competition Category.

IsilivereIwebhu· 2021

Lifelong Online Primary Function: Iwebhusayithi Yezoshishino Kwi-intanethi

by Centrick

Client: Lifelong Online

Ibhaso Lesilivere le-A' Design Award Winner in Iwebhu Category

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The Design

About Lifelong Online Primary Function: Iwebhusayithi Yezoshishino Kwi-intanethi

I-Lifelong Online yiwebhusayithi yezoshishino kwi-intanethi eyenzelwe ukubonisa nokuthengisa iimveliso zabathengi ezixabiso liphezulu. Uyilo lulandela isimbo esibonakalayo esincinci, ngokwenjongo yokukhokela okusembindini, ukukhokela okwesibini kunye nezixhobo zeendaba (tickers) ezibekwe ngokwepateni emise ngokwe-F esetyenziselwa ukufunda umxholo wewebhu. Ii-tag zeekhathegori kunye nezihluzi zayilwa ngokutsha njengenkqubo yegridi enkulu echaza ngokupheleleyo iqokelela ngalinye. Iikharowuseli zigqamisa iimpawu zemveliso kwaye izixhobo zeendaba zihambisa ulwazi ngokukhawuleza. Isithuba esivulekileyo kunye nolwakhiwo lolwazi olwenziwe lula lunciphisa ukuxinana kwaye luxhasa izigqibo zokuthenga ezikhawulezayo.

The Recognition

About the Ibhaso Lesilivere le-A' Design Award

Lifelong Online Primary Function: Iwebhusayithi Yezoshishino Kwi-intanethi ngumphumeleli weIbhaso Lesilivere le-A' Design Award, ukuqatshelwa okuhlonitshwayo ngokungaqhelekanga okunikwa imiyilo yomgangatho ophezulu, entle nechukumisayo. Abaphumeleleyo beSilivere ziimveliso ezikhazimlayo kakhulu nezidala kakhulu ezibonisa ubungcali obuphawulekayo, italente nobukrelekrele babayili bazo. Lifelong Online Primary Function: Iwebhusayithi Yezoshishino Kwi-intanethi iyathenjwa ukuba ibe ngumsebenzi omhle womzekelo, onobungcali obuphawulekayo nezinto ezintsha ezinzulu. Lo myilo uphumeleleyo weIbhaso Lesilivere le-A' Design Award yimveliso ebonakalayo kakhulu, ethandwayo enceda kwaye inyusa imida yobugcisa, inzululwazi, uyilo kunye nobuchwephesha. Lifelong Online Primary Function: Iwebhusayithi Yezoshishino Kwi-intanethi yimveliso enomona omkhulu kuyo evusa iinqwenelo, izisa iimvakalelo ezintle kwaye ivuselela ukumangaliswa nokumangala.

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