Make it simple
By Miguel Trias, Senior Digital Creative Manager
I can’t really remember how I got into designing websites, but it was more than 10 years ago, with six of those working at Camper. I’ve always been a creative person, doodling on bits of spare paper, napkins etc… so I guess that’s how I ended up in this profession. I feel really lucky to work for a brand such as Camper, which gives you inspiration from everywhere. There are creative minds wherever you walk and you can´t help be infected by this. :-)
About a year ago we actually had two websites; one for our Brand and one for our e-Shop….it was simply how the business had evolved. As a result, we merged the two sites to create one clearly defined web user experience. However, whilst the website was great in many ways, the merger ultimately created too many interface elements, so we knew we needed to undertake a simplification process.
Our aim was to let the shoes do the talking. Afterall, when you visit our site, that´s what you´re ultimately looking for. We think our shoes have a strong personality of their own and so they should always be the hero of the story.
It may sound a little cheesy, but our aim was to create this sense of love at first sight. We want people to be able to experience the kind of attraction that you feel when you see something that you immediately love. The way you might spot something in a shop window, or see it in a magazine, and you know straight away you must have it.
Our aim was to let the shoes do the talking
The user experience was paramount. As a result, we undertook a number of usability tests and focus groups. From a design perspective, our main challenge was not to start from scatch, but to build on our existing visual identity. The homepage needed to retain the style and personality it had acquired over time, it just needed to be more usable, visual and simplistic.
Working with many departments across the business including eCommerce and IT, we developed the basic concepts for the interface and then worked to add Camper´s special touch. IT then worked magically to bring the whole thing to life, so it was a great team effort.
What I like most from the new design is the really wide images that give a dramatic first impression. We´ve thought about the visual impact from the smallest screen to the largest. I also think the overall cleanliness of the site is also really powerful…less is definitely more.
As we say at Camper, we´re on a journey, and this is especially true regarding this project. The homepage was just the beginning. There´s much more to come, as we plan to create a lovely user experience when you shop at Camper.
- PEU RUMBO TAKES YOU WHEREVER YOU WANT TO GO
- South, nothing but an extraordinary nautical shoe [Designer's Inspirations]
- Do what you love
- Valley, an urban shoe from the natural world
- Valley for woman: Country Meets Urban