Before we thought about visual design, we decided to focus on learning about the user by compiling a teen shopping survey and conducting some retail location visits.
Once the team had enough research materials, we gathered the company together into structured settings where we could create concepts as a group.
When our immersion phase was over, we reviewed our inputs and looked for themes. The war room got a bit crazy towards the end of our immersion phase.
Building upon our initial concepts, we iterated and sketched again until we had three directions we were confident with.
The concepts were defined and then taken into visual design, where we brought key moments to life at a higher fidelity.
What I learned:
Abercrombie was impressed with this project because of the entirety of our process and the story we told, not necessarily any one idea or visualization. This process demonstrated that our team was capable and talented, and while none of the concepts were ultimately built, they did lead to a lasting client relationship that has generated over 700 thousand dollars worth of revenue in 2016.
