Mirror (Fictional Project)
UI/UX Design

Mirror, a worldwide chain, contacted me to rebrand the business by creating a responsive website and a logo that could represent their style and beliefs.

Mirror Logo Pattern

About the Project︎
Mirror started back in 1994 as a clothing store targeting an audience looking for cheap clothing for any occasion. Their main idea is to make any type of clothing accessible to everyone so the users can change their style whenever as they need and please.

The entire UX experience that I developed was based on the concept of modernity and inspiration, through which the user can be stimulated and lead to the Mirror dimension.

UX Challenges︎

The first challenge I encountered in this project was understanding, on the one hand, how companies in the fashion sector organise the user experience (emotionalal content and informational content), and on the other, to identify what are the behavioural patterns of the users in an online and offline shopping experience. Through interviews with potential users (primary research) and the analysis of Mirror competitors (secondary research), I tried to identify which were the most significant logical and emotional aspects that could be used to structure the Mirror user experience.

Research Findings

The second challenge that I faced was developing a layout that could be easily adapted to the type of device used and, at the same time, ensure that my designs could meet the golden standards of visual hierarchy.

For this reason, my research heavily focused on the analysis of sites made by competitors, both from a stylistic and structural point of view, from which it was possible to take inspiration for the creation of the Mirror site.

The final challenge that I encountered during the research was to visually imagine the Mirror brand world, and to generate a graphic style that could communicate the spirit of this company.

For this process, the use of moodboards was fundamental, in which I collected all the visual examples useful to stimulate the creation of a visual language that could represent the uniqueness of Mirror.
UX Solutions︎
This last step of the Mirror project was characterised by the creation of two final products: a brand and responsive website. I first realised the Mirror brand identity by making the logo and the graphic style in order to give a visual imprint to the project and, subsequently, through the creation of user and site maps, sketches, and wireframes, I designed the responsive website.

Brand Identity
The starting points for creating a Mirror logo were the concepts of modernity and open-mindedness, which are most representative of the Mirror community.

From there, I chose the most appropriate typeface that could reflect these concepts. The typeface I chose was Druke Wide Bold, a san serif extended robust typeface that well reflected the decisive tone of the Mirror brand.

To emphasise this factor, I composed the name in uppercase letters and I added a full stop at the end of the Mirror word.

I also opted for a logo devoid of icons or particularities to better approach the neutrality and cleanliness of the Mirror brand.

The Website
After the research phase and analysis of the information was collected, I realised that the best method to respond to the necessities of flexibility and organisation of the content was a grid system.

In fact, by using the grid, I structured the space through hierarchical sections, where I put the different elements in the base of their functions within the system.

This structure can easily adapt to the size of different devices through the rearrangement of its components.

Another advantage of using a grid to organize space is that it allows for easy reorganization of the layout and includes extra content such as videos, images, and typography that can help the user to have a better vision of what having a product of the Mirror brand looks like.

In fact, a fundamental thing that emerged during the research phase, especially from the visit of competitor offline stores, is that the users love being inspired during their shopping session. They want to live the vibe of the brand.

So it was important for me to create a website that did two things:

1) Display cool products

2) Display cool products in a way that can inspire the user by showing the lifestyle of the brand.

Desktop version

I really enjoyed this project because I could freely express my personality. In fact, to create all the required products, I had to create a “Mirror World" and fill it up with emotions and thoughts.

I also could learn the fundamental importance of IA and user behaviour patterns for designing a product because they have a massive influence on the usability of the product.

For this reason, I think that user interviews and task sessions are enormously helpful to develop an efficient user centered experience.

The next step that I would take on this project would be to enhance the interactivity of the website by adding a virtual dressing room. This feature would give me the opportunity to further explore the user needs of an online clothes shop and provide a useful solution to the product.

United Kingdom