Brand, Marketing, and SaaS Ecommerce Experience
Industry
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Sewing Machines
My Role
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User Flows
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Wireframes
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Visual Design
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User Interface
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Email Design
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Branding
SVP Worldwide, the parent company of Singer, PFAFF, and Husqvarna-Viking sewing machines, partnered with us to rebrand, design, and construct an internationally accessible website for their groundbreaking embroidery design subscription service. We needed to work fast to deliver a fully-formed, usable, and beautiful web application experience.
Working closely with our Elevate design team for ideation, a new logo was created alongside new color and design motifs. Over several rounds of design, I created a mark and brand elements that speak both to the playful creativity inherent in the act of sewing as well as the fascinating digital streaming technology in these top of the line sewing machines.
Logo applied to machine case.
The new mySewnet experience needed to have an effective SaaS marketing site face compelling users to become interested in the service. The site experience then gave easy access to active users to mySewnet’s core applications: mySewnet Cloud, mySewnet Library, and mySewnet Project Creator.
Select wireframes for the marketing site.
Carrying the brand through the user interface and visual expression of the website was imperative to capturing our target audience. Playful curves, clean typographic hierarchy, and color usage were implemented to carry our older, mostly female audience to the creativity that could be at their fingertips.
The core app experience of mySewnet was the ability to stream, temporarily save, or permanently purchase directly embroidery designs straight to a wifi-enabled sewing machine. These ecommerce and SaaS functionalities needed to be easily accessed, carefully placed, and coherently explained in a way where they did not compete against each other or put off our user.
Embroidery guides and full-scale projects were another main component of the mySewnet service. Product detail pages would allow the user to find collections of related embroidery patterns, more specific design details, and guide content for project creation.
We worked directly with SVP teams in the US and Sweden to make sure the site was implemented with the utmost intentionality of the design intact. Weekly meetings with developers allowed us to make sure the visual design and functional user experience was produced as intended.
