Apparel Printing Web Application Experience
Industry
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Apparel
My Role
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User Interface
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Visual Design
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Print Design
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Photography Direction
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Branding
Hanes recently acquired printing services and technologies were to be integrated into a new Hanes sub-brand for apparel printing. We worked with the Hanes business, marketing, and technology teams plus a suite of external partners from day one to design, build, and launch the HanesInk brand and web application experience.
Logo design options.
Final logo and smiley design element.
Recognizing the need for aspirational photography showing apparel that could be created using the custom printing application, we collaborated with the Hanes marketing team and a 3rd party photographer to create a distinct photography direction. We then flew out to Ashville, North Carolina to oversee photography and make sure our photographer acquired the shots that were needed. The result was a large library of beautiful branded images to use in marketing materials.
We represented the user and contributed e-commerce expertise throughout an intensive discovery process. Through numerous stakeholder interviews and workshops, business, marketing, and technology project requirements were established to help guide the project forward.
From these established requirements, we were able to begin visual design concepting using the brand homepage as a starting point. The decisions made from this first round of design would dictate the overall look/feel of not just the design application, but also all further marketing materials.
Homepage Visual Design Concepts
Final Homepage Design
We needed a way to quickly acclimate our users to what HanesInk was. I designed a vector animation to communicate the process of using the HanesInk design tool.
Visual design direction and brand look/feel needed to be carried into a tightly designed, easily used user interface. Working closely with our lead user experience designer, I designed an interface visual language that carried through the entire web experience. Over the course of several rounds of usability testing, this interface was refined to incorporate easy and advanced features in different user contexts.
We worked with our own in-house front-end development team and the external Hanes teams to fully integrate the printing services into the back-end of the site. We were able to build the fully responsive website and design tool application to the standard of beautiful design and brand personality that we aimed for.
