Concept | Research | Branding | Web & Mobile UI
Lofn Web Design
Lofn is a Denmark-based furniture brand that aims to revolutionalize how users purchase modern contemporary furniture for homes and offices by utilizing efficient selection technologies.
Timeline
Jan - March 2021
Client
Personal Project
Tools
Adobe XD, Illustrator & Photoshop
My Role
Concept, Research, Design
Project Vision
Observation
Market opportunity to provide contemporary furniture for homes & offices for the newer generation.
Goal
Design a responsive website with a dedicated mobile version for a Denmark-based furniture brand.
Starting Point
I opted for a Lean UX design approach that helped me to move along through the timeline smoothly. Qualitative research methods from the user interviews proved to be the most effective during my design process to highlight the most critical user needs. Based on the participant’s responses during the interview sessions, I created an empathy map.
Empathy Map
Opportunities
Modern UI
Create an easy to navigate responsive website which allows users to quickly and efficiently discover and purchase furniture for their homes and offices.
Inspire Options
Design a way for users to browse through pre-made rooms with Lofn furniture for inspiration and product combinations.
Persona
I created a user story and user journey map to inspire and inform design decisions. Once I had both, I began working on the problem statement, which allowed me to reach a conclusion and start working towards ideation.
User Story
User Journey Map
Competitive Analysis
I evaluated websites and apps of the 4 most popular furniture brands in Denmark where 2 were direct competitors and the other two were indirect. While all four of them provided some features that the others did not have, no single brand could check all the user needs. Lofn capitalizes on this by bringing elements from each company and integrating them into one seamless platform.
Site Map
Created a site map before moving onto paper and digital wireframes to establish the website's user flow. Having a clear site map before the design phase allowed me to prioritise visual design without focusing on the structural functionality of the website.
Digital Wireframes
Designed various wireframes and experimented with many layout options to figure out what worked best with Lofn. In the end, I opted for a floating card design style to maintain a minimal and clean look which directed the user’s attention towards product images and call to action buttons effortlessly and later ran a few self-assessed usability studies to test the user flow.
Micro Style Guide
Using multiple shades of brown and maroon as primary & accent colours, in combination with black and white as the base colours, I could sell the identity of Lofn as a modern purpose-built platform with a focus on a clean and minimal user interface. I used colours sparingly throughout the app to convey which elements were intractable and should bring attention. I also opted to use the typefaces Libre Baskerville and Source Sans Pro within the interface, as they were the perfect blend of a contemporary design similar to the brand.
Hi-fi Mockup & Prototype
As a personal project, designing both desktop and mobile versions required a lot of effort. I could not flesh out other pages and designs I wanted to within Lofn due to time constraints. I choose to spend my time and resources on finalizing the three main pages I deemed vital for conveying the overall product look and feel: Homepage, Product Category Page and Product Page. After wrapping up the designs for the desktop website, I created the mobile version and expanded on the project by designing the desktop checkout process and prototyping the additional pages.
Takeaways
Working on Lofn is one of the most significant learning experiences I had this year. This was the first time I used the Lean UX design process, and I can definitely see it being useful in future projects where time is of the essence and delivering the project under a tight deadline is paramount. Lean UX’s three-step process, which is iterative, allowed me to test out new ideas and see if they would hold up in the real world.
Still far from over Lofn is a project that I see taking up my weekends now and then in search of new design styles & features.