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The ICONIC

THE ICONIC launched in 2011 under e-commerce incubator Rocket Internet GmBh. It is one of Australia‚Äôs largest online fashion retailers creating a growing home-based fashion community and quickly became a household name with over 90% brand recognition.

My Role

Product design lead

Prototyping

Icons design

Responsive website

The brief was to redesign the e-commerce experience addressing the mobile web experience (previously just a standalone version for mobile viewers only).

Apart from the obvious challenges we had to face a few additional ones specific to an e-commerce application - for example we knew that the page speed had to feel fast on every device so we couldn't use large images, the branding and UI needed to be to be recognisable at any scale so we decided to reduce the amount of "visual elements" down to the necessary and we introduced a new custom font that included all the icons all the shapes required for the website.

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Above
Some of the icons that I created for the website. The icons have been translated into a typeface to improve the speed and the consistency of the website.

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iOS App

The direction was to create an App that was fast, stable, easy to shop and most importantly, have a native checkout which enabled the customer to buy using just two taps.

This replaced the checkout in the old app which was a web view of the website only. 

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Above
The final design for the primary screens of the new iOS App for THE ICONIC.