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craniumfitteds.com website proposal christoph carmikle June 9th 2014


table of contents

creative brief moodboard competitive analysis user scenarios site map lo-fi wireframes hi-fi wireframes

christoph carmikle

craniumfitteds.com

website project proposal

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creative brief Background

Craniumfitteds.com is an online shopping destination for consumers seeking limited edition hats and hardto-find headwear. Cranium Fitteds has expanded past selling hats and has entered the streetwear market. In doing this Cranium Fitteds clearly understands their target user and their likes and dislikes. The keystone of streetwear has historically always been comfort, with items such as jeans and t-shirts rigning supreme for the last three decades. With the introduction of elements of Hip-Hop into the streetwear culture, an element of “bling” or luxury emerged in streetwear brands. Brands began to mimic everything from the typographic logos to their use of patterns and limited color. Cranium Fitteds today sells products of these brands that are attempting to identify as an upper scale and exclusive product line. The problem is, Cranium Fitteds has not adjusted their branding and visual appearance to reflect this shift into the modern luxury streetwear market. With the use of red, white, and blue throughout the website, it appears to be a sports team store.

Target Audience

-Males 18-30. -Typically enjoys the skateboard or Hip-Hop culture. -Has a small but steady amount of disposable income for high-end products. -Is brand conscious and follows up on new releases. -Typically shops at boutique shops, online at other streetwear websites, or even at buffalo exchange or other consignment or second hand stores.

christoph carmikle

craniumfitteds.com

website project proposal

Objectives

-To allow Cranium Fitteds presentation of its products to match the elegance and exclusivity of their brands they carry. -Also de-clutter the top menu in order to clean up the entire experience, but still maintain a seamless and intuitive experience that doesn’t confuse the user.

Obstacles

Identifying which menu items are essential to the user’s experience and which ones are redundant, in order to create a simpler and less convoluted experience.

Key Benefits

By redesigning the website to match the branding of the various brands Cranium Fitteds carries, we will give the user an experience that is consistent with shopping at a boutique. This is critical because of how brand conscious our user is. The current look appears to sell sports team memorabilia with the use of gradients and red, white, and blue.

Tone

Clean white space to represent and mimic a clean white wall inside of a boutique. Minimal use of typical UI items found on other websites such as buttons and fields.

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moodboard

christoph carmikle

craniumfitteds.com

website project proposal

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competitive analysis

karmaloop.com large image slide show sales and deals on homepage

needsupply.com

vooberlin.com

X

goodhoodstore.com

X

X

X

X

X

X

X

new items on homepage responsive

X

social media icons

X

X

X

easy to find search bar

X

X

X

top menu

X

X

display of other brands

X

christoph carmikle

craniumfitteds.com

X

X

X

X

website project proposal

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marty

busy design school hopefull

Marty, the son of two very successful graphic designers in Manhattan, NYC is 18 years old and is currently applying to various design schools on the east coast. Growing up as a skateboarder in the big city, it was a matter of time until Marty was exposed to the streetwear culture. Since Marty was 16 he has held a job at his parents studio doing in house production work. Marty has been lucky enough to enjoy a small but respectful amount of disposable income, at an age where many do not get to enjoy such a luxury.

“I would really like to browse for new clothes as I work on application essay”

Although Marty is extremely busy at this time in his life, he still follows the latest trends in streetwear on blogs such as “highsnobiety.com.” With Marty finding out how precious time is lately, he began shopping online in an effort to multi-task and save time. The concern Marty typically has with many other streetwear e-commerce sites, is their lack of sophistication and exclusivity. Marty would never go to stores such as Target who would promote specials and sales as a selling point rather than promoting brands as a selling point. Many streetwear boutiques pride themselves on the brands they carry, not the specials currently ongoing. Marty has struggled to find a streetwear website that carries a wide range of brands, while still looking very exclusive and ‘limited edition.’ Marty is in search of a website with a wide range of brands varying in styles, clean and sophisticated tone reminiscent of a actual boutique, and easy to use UX/UI so as to use as little of his limited time up.

christoph carmikle

craniumfitteds.com

website project proposal

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shawn

self-made hip hop emcee “I’d shop online if it meant getting products that others won’t find ”

Shawn grew up in New Hampshire but moved to Boston 5 years ago. Shawn who is 24, moved to Boston to be part of the hip-hop scene there. Shawn has been part of the streetwear culture for several years now, and has seen many fads come and go. Shawn was introduced to streetwear from the “sneaker head” side of the culture. Sneaker heads have been known to spend hundreds of dollars on a single pair of shoes that may have even been worn by others a limited number of times. Slowly this desire for rare and hard to find shoes spread to hats, jackets and many other items that are made in limited editions or exclusive runs. Shawn has exhausted the few streetwear boutiques in Boston, and is searching for a new venue to purchase clothes that others in Boston may not be able to obtain. The last thing a hip-hop artist who prides himself on being ‘self-made’ and in a higher class of rapper, is to run into others with the same shirt, shoes, or hat. Shawn has been searching for e-commerce website that carries many of these limited edition items while still remaining true to his on-stage persona of upper class and luxury.

christoph carmikle

craniumfitteds.com

website project proposal

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dorian

trendy capitol hill bartender

Dorian is 27, and a bartender in Seattle. Dorian lives in the vibrant and eclectic neighborhood of Capitol Hill. He grew up in Seattle as a skateboarder hanging out in Westlake Center and as a youngster was at times up to no good. He is one of the lead bartenders at Linda’s, a landmark bar in Seattle’s vibrant neighborhod of Capitol Hill. Working at a bar such as Linda’s requires a certain understanding of trends and what is cool and what is not at any time. Dorian was introduced into the streetwear culture via his friends in the graffiti and skateboarding culture.

“I think I am the only person left who hasn’t shopped online... let’s fix that”

With streetwear boutiques in decline in Seattle, Dorian has begun to look online for his clothing needs. Dorian has never shopped online and when he began to try a few websites, he became a bit lost and was having difficulty finding his way around on some websites. Dorian found that many of the websites seemed packed full of information and felt a bit overwhelmed by all of the options. Dorian wouldn’t call himself a luddite but would prefer something a bit more simple and less corporate looking; something that looks a bit more like a boutique and less like a store in the mall. Dorian was turned off by a lot of the bright and neon colors on some websites and seemed to prefer the toned down sites. While Dorian enjoys wearing bright colors, he feels that a store using these colors comes off as insincere to the culture.

christoph carmikle

craniumfitteds.com

website project proposal

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site-map

christoph carmikle

craniumfitteds.com

website project proposal

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lo-fi wireframes SEARCH

LOGO

LOGO

CART HOME

BRANDS

HEADWEAR

APPAREL

CONTACT IMAGE / AD SLIDESHOW

CLEARANCE

IMAGE / AD SLIDESHOW

CLEARANCE

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec pharetra, nisl nec scelerisque pellentesque, felis dolor tempor orci, eu bibendum sem enim a nunc.

christoph carmikle

craniumfitteds.com

website project proposal

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lo-fi wireframes SEARCH

LOGO

LOGO

CART HOME

BRANDS

HEADWEAR

APPAREL

CONTACT PRODUCT

PRODUCT

PRODUCT

PRODUCT

PRODUCT

PRODUCT

APPAREL Accessories Denim Crooks & Castles Huf Rustic Dime

PRODUCT

PRODUCT

PRODUCT

Footwear Hoodies/Crewnecks Outerwear Pants Raglans Shirts Shorts Tanks Tee Womans Fashion Jewlery

PRODUCT

PRODUCT

PRODUCT

PRODUCT

PRODUCT

PRODUCT

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec pharetra, nisl nec scelerisque pellentesque, felis dolor tempor orci, eu bibendum sem enim a nunc.

christoph carmikle

craniumfitteds.com

website project proposal

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lo-fi wireframes SEARCH

LOGO

LOGO

CART HOME

BRANDS

HEADWEAR

APPAREL

CONTACT

MANUFACTOR NAME PRODUCT TITLE $XX.XX

Accessories Denim Crooks & Castles Huf Rustic Dime Footwear Hoodies/Crewnecks Outerwear Pants Raglans Shirts Shorts Tanks Tee Womans Fashion Jewlery

APPAREL

PRODUCT

SELECT SIZE PRODUCT HIGHLIGHT

QUANTITY ADD TO CART WISHLIST Morbi sed pharetra lacus. Sed eu elit consequat, lobortis est sed, vestibulum tortor. Morbi eleifend purus vitae lacinia accumsan. Nunc diam urna, convallis eu tincidunt nec, tempus ac neque. Donec laoreet tellus quis magna consequat, a ultricies erat adipiscing. Phasellus mollis feugiat risus. Aliquam posuere orci ut odio semper consequat. Cras dictum risus felis, quis molestie velit ...

MANUFACTOR NAME PRODUCT TITLE $XX.XX

Morbi sed pharetra lacus. Sed eu elit consequat, lobortis est sed, vestibulum tortor. Morbi eleifend purus vitae ...

SELECT SIZE

QUANTITY

ADD TO CART

WISHLIST

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec pharetra, nisl nec scelerisque pellentesque, felis dolor tempor orci, eu bibendum sem enim a nunc.

christoph carmikle

craniumfitteds.com

website project proposal

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lo-fi wireframes SEARCH

LOGO

LOGO

CART HOME

BRANDS

HEADWEAR

APPAREL

CONTACT MANUFACTOR NAME PRODUCT TITLE $XX.XX

SHOPPING CART CONTINUE SHOPPING SHOP IN MY SIZE WISHLIST RETURN POLICY CONTACT US PRIVACY POLICY

PRODUCT

DESCRIPTION MANUFACTOR NAME

PRODUCT TITLE $XX.XX

MANUFACTOR NAME

SUGGESTED SELECTIONS

PRODUCT TITLE $XX.XX

QUANTITY

PRICE

1

$XX.XX

1

$XX.XX

1

MANUFACTOR NAME PRODUCT TITLE $XX.XX

1

SUBTOTAL

$XX.XX

SHIPPING

$XX.XX

TOTAL

$XX.XX CONTINUE SHOPPING

MANUFACTOR NAME

SHIPPING ESTIMATE ENTER ZIP

PRODUCT TITLE $XX.XX

SUBTOTAL

$XX.XX

SHIPPING

$XX.XX

TOTAL

$XX.XX

CHECKOUT REMOVE UPDATE

CONTINUE SHOPPING CHECKOUT REMOVE

MANUFACTOR NAME

PRODUCT TITLE $XX.XX

UPDATE

MANUFACTOR NAME

PRODUCT TITLE $XX.XX

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec pharetra, nisl nec scelerisque pellentesque, felis dolor tempor orci, eu bibendum sem enim a nunc.

christoph carmikle

craniumfitteds.com

website project proposal

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hi-fi

CLEARANCE

christoph carmikle

craniumfitteds.com

website project proposal

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hi-fi

Crooks & Castles Winchester C Denim $54.00

Huf

Clasic 5 Pocket Denim (Black) $54.00

christoph carmikle

craniumfitteds.com

website project proposal

Huf

Classic 5 Pocket Denim $54.00

Huf

The Fulton Pant (Khaki) $54.00

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hi-fi

RUSTIC DIME

Slim Fit Denim Charcoal Gray $54.00 Made By Rustic Dime 98% Cotton / 2% Spandex Made In Los Angeles

christoph carmikle

craniumfitteds.com

website project proposal

Select Size

Quantity

Wishlist

Add to Cart

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hi-fi Crooks & Castles

1

Huf

1

Winchester C Denim $54.00

Clasic 5 Pocket Denim (Black) $54.00

SUBTOTAL

$108.00

SHIPPING TOTAL

$15.00 $123.00

CONTINUE SHOPPING

CHECK OUT

christoph carmikle

craniumfitteds.com

website project proposal

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Craniumfitteds com