Topman is one of the leading men’s fashion brands, and demands an iOS & Android app that are functional, innovative & leading in their field.
As Topman turns it’s head towards the USA’s app saturated market, we decided it necessary to update and adapt our current build.
This project had one of the tightest deadlines I’ve worked to, as we wanted to launch before the Christmas period.
As the mobile/app user interface designer, it was my job to collaborate with analytics, user experience, development and production to deliver a design that takes our customers experience to the next level.
I ran analysis of our direct competition, and of the leading ecommerce apps in order to gain inspiration and discover any emerging trends. I also discussed and studied the wireframes that were submitted by UX.
I think it is important to envision the final build and establish an esthetic before you begin designing. I knew I wanted the app to look minimalistic and current, with function and usability being the leading focus.
I started setting up our branding guidelines, in order to make the app feel coherent with the rest of Topman’s online experience.
I then started work on an icon set, and decided upon the different variables like the forms, cells and button styling.
I felt it necessary to update the layout of our homepage, introducing a full width lead button and a category navigation mimicking the expected positioning of its desktop counterpart.
To complete the build I updated the app icons, and the store pages. I designed screenshots that have longevity and highlight the fundamental improvements made. I also advised the copy team on the structure and the information that was required for the store pages.
Overall, and considering the tight deadline, we’re extremely happy and proud of the final result. It was launched without any significant problems and has seen some fantastic results.
Since launch we have seen a considerable increase in app downloads, unit sales and conversation. Crashes have been reduced and users are moving around the app with fluidity and speed.
Topman - Homepage
I frequently art direct and design the weekly homepage content for Topman. I collaborate with the studio and copy teams to make sure the content is relevant, on brand and coherent across desktop, mobile and native app.
Topman - PUDO
Arcadia looked to introduce a new click and collect service across the mobile and desktop sites entitled PUDO. We were late to market in the introduction of this service, and needed to get the functionality live, with efficiency and precision.
Collaborating with user experience and development, we analysed the current checkout and discussed the best way in which to introduce the service, without causing major disruption to the existing journey.
I was expected produce the user journey with wire framing tool Sketch, including all of the possible variations of page layout that would include PUDO.
The success in this task relied on creating a design that complimented the existing checkout, and felt part of the journey. Whilst standing out enough for users to notice and interact with the new proposition. I achieved this by using the mobile design standards I had introduced in the last mobile site build, and I created distinctiveness by implementing a PUDO logo for user to indentify.
I also worked with marketing to design a series of banners, buttons, emails and editorial pages to inform and promote the new service.
PUDO has seen really positive results, was introduced without any negative effects to the checkout and has ultimately been the driving force behind Topman’s advance within our delivery service.
Topman - Editorial
As part of the Topman Digital design team I am often involved with the design and build of the editorial content we put out across mobile and desktop.
I experiment with colours, design trends, photography, typography and layout to produce a piece that sells the product, tell our story, whilst looking as beautful and functional as possible.