SAVAGE X FENTY
Mobile App Concept
Taking the Savage X Fenty website and conceptualizing its main features into a mobile application designed for a unique experience for VIP users.
A Creative Endeavor
The ability to conceptualize a mobile application for the Savage X Fenty brand was a dream come true for the design team. This was the opportunity to push the boundaries of our brand voice and lean into what we felt was "Rihanna-esque". With the success of the second Fashion Show, the team was green-lit to begin work on designing a mobile app for our users. Together, myself and another lead designer led the project on translating aspects of our current e-commerce experience into a functional mobile application.
The business let us run wild and allowed us to be fully creative and push the potential of how we wanted to visually communicate some of our website features. We designed 4 sections: onboarding quiz, dashboard view, category search and product grids, and a product detailed page.
Taking Inspiration
The other Senior Designer and I extensively looked at a number of different e-commerce applications that we felt were pretty successful in how they conducted discoverabilty while maintaining brand identity. We took a look at: Nike, Depop, StockX, End, Zara, Goat, Mango, Ikea, and Snkrs. Having already worked on a style quiz for the main website, we wanted to integrate it as part of the onboarding experience of the app. We also wanted to bring in the opportunity to gamify some of the features, such as allowing for the app to gain insights on the user's taste through a swipe left or right on an image feature, similar to that of Tinder.
Mobile App Concept: Login screen to onboarding through quiz personalization.
Mobile App Concept: More personalization and email capture.
Designing an even more sexy user interface
Working heavily with the creative team, we utilized a number of their assets to help us come up with some creative concepts of how we wanted the look and feel of the mobile application to appear.
We knew that we wanted the mobile app to feel different from its existing sister website and decided to go with a dark mode feel. We would then segment design based on user type and allowed for VIPs to experience a more dark and luxurious feel to the application vs. new leads which would keep in theme of being lighter.
I wanted to focus on using colorful and textured assets that would bring personality to the screens in the onboarding experience while making it simple and fun for users. The dashboard view was built using modular components that focused on shopping modules, featured content, and discoverability.
Mobile App Concept: Lead Dashboard view with features such as search, categories, curated collections, fit experience, and personalization.
Mobile App Concept: category search, grid view of products, product detail page, and ugc.
Just a dream
Unfortunately, due to budget and timing, we were unable to have the resources to develop this project. The business also changed direction on what the quarter's target was, with the priority focused on maintaining revenue and driving traffic through our current website experience. It remains today one of my favorites concepts I have worked on at Savage X Fenty.
