PITCH. UI/UX DESIGN. PLATFORM REDESIGN.
In October 2013, David&Goliath launched a new brand campaign for VIZIO smart TVs entitled "Beautifully Simple." A series of TV spots were produced focusing on elegant industrial design and intuitive interfaces that even non-tech-savvy users could grasp. With the quick success of the campaign, the clients we eager to see how we could revamp their dot com experience. Using the idea of "Beautifully Simple" as a launch pad, an opportunity emerged to reimagine what VIZIO.COM could become.
The digital pitch was completed in just five days. As the sole Digital Creative Director on the project, I oversaw and established all UX and UI design. Parallel to the design of each section, I directed a freelance motion designer to bring the site to life via an animated prototype.
With such a short timeline in place there was no ability to do proper wireframes. Instead, I did a quick content audit of the current site to determine the areas of focus. From there, I put together some rough concept sketches and itemized lists of my objectives then jumped right into design sprints.
I identified five key areas for refinement that would in turn, elevate the brand and the site experience for consumers. I directed my attention towards revising the Color Palette, Typography, Homepage (content, hierarchy, and layout), and a Product Detail Page (with an intuitive shopping panel). Additionally, I opted to bring the vision to life with an animated prototype to better convey the transformation.
THE NEW HOMEPAGE
The redesigned homepage was designed with the user in mind, it wasn't just about promotions or sales-driven news. I put myself in the users' shoes and thought about what content would be intriguing, relevant, and informative, if I were in the market for a new TV.
The homepage hero was established as a welcome mat – flexible enough to promote the latest content or TV campaign as a way to tie together the complete Vizio brand ecosystem. As the user scrolls down the page they are presented the full product lineup, key technical features about the products, unboxing and how-to videos, FAQs, and user reviews.
All encompassing, the new design was lightyears ahead of the previous version.
REDESIGNED PRODUCT DETAIL PAGE
Product & category pages were designed to put the product on a pedestal by focusing on the visual beauty and simplicity of each piece, while simultaneously detailing the technical specifications. Large, high-res photography, showcasing the products in-situ, acted as a welcome mat for each page. Multiple products were often bundled together to increase cross-sell advantages.
As the viewer continues down the page, they are greeted with more high quality photographic assets, simple – yet informative descriptive copy, and subtle animations that bring the VIZIO Smart TV features and functions to life.
MY ROLES & RESPONSIBILITIES
Creative Direction, UX/UI Design, Creative Strategy & Ideation, Motion Direction
David Angelo – Founder / CEO
Brian Dunbar – President
Colin Jeffery – CCO
Ben Purcell – GCD / Writer
Steve Yee – GCD / AD
Brad Burke – Creative Director / Designer
Josh Crick – Digital Account Director
Bobbie Boucher – Technology Director
Jennifer Rusin – Account Director
Kristen Knape – Strategy Director