Wish Atlanta built its' success on its unique point of view, housing the most popular exclusive brands, designers and artists; while offering a platform and voice to new and upcoming talents. Wish ATL highlight Atlanta's greatest artists, musicians, designers, athletes, risk takers, & game changers on a collaborative mission to inspire our community and influence the world.
Drawing inspiration from the interior of Wish ATL, I worked with the lead designer to utilised a mix of styles to break up the uniformity of the shop's gallery, while making it still feel natural to customers.
For this project, I worked directly under the lead designer and Wish ATL's in-house team to update their site to embrace this shift in aesthetic and to reflect the new store within their e-commerce site. My responsibilities for this role was to help build creative direction with a focus on managing UI and interaction going forward.
Shoppers are guided subconsciously around the store via the furniture and blue carpet. Within the site, my goal was to recapture this feeling there, ensuring the experience was natural, and not as uniformed or expected as your typical store. Capturing the in-store experience & translating that to the digital e-commerce experience, pulling inspiration from the gold accents and overall aesthetic feels.
To translate physical environments into augmented experiences
Establish a new way to shop online that's geared toward a future with augmented reality.
Work alongside the in-house team to develop a product roadmap to continue growing the store & the experience
Translate the spirit of the recently refurbished store into the e-commerce store.
The client and lead designer I partnered with are some of the most creative people I've had the pleasure of working with, but they were also creating with a purpose and a story to tell. Because of that, this was definitely a lesson in taking an imaginary concept and testing how we could bring it into reality using the limited resources we had. With their ability to think conceptually and my ability to understand and translate that story into something more tangible, we produced a project we are all proud of to this day.
At the time, the current site was made from a collection of externally hosted sites, making it impossible to search for items across each part. With this, we wanted to bring everything into a single platform, allowing for a smoother user-experience in general. The site, similar to the store, needed to take into consideration the different types of merchandise being sold. We designed first for the day-to-day sales first, but had started exploring on a section dedicated to new drops and limited run items, taking inspiration from the space above & creating a new, elevated experience for the store.
Capturing the in-store experience & translating that to the digital e-commerce experience, we pulled inspiration from the playfulness and overall aesthetic feels
The closet was a new take on the favourites page, allowing customers to make this their own space and rearrange their closet (or fitting room) area as they were inspired.
This project was overwhelming and exhausting at times, inspirational and challenging, but also the most creative freedom I've ever been given from client. Ultimately I think this also partially contributed to the project being placed on hold due to the sheer amount of work required to implement it. In the long-run, if we'd paused this project earlier we'd have saved time, money and the effort of everyone involved, and we could have pivoted and simplified much earlier on in the process.
Defined a future vision for the online store's identity.
Integrated details from the store into their online experience.
Created a scalable but unique personalized shopping experience across multiple touch-points.
