RYHFF Website Design
RYHFF is an acronym for Raise Your Hands For Freedom. The vision of the brand comes down to the following: “To find freedom, you must chase your heart and that what you’re passionated about”. With this in mind, we create stories and products to support and connect with those aligned with our vision. RYHFF is a clothing brand focused on the community, passionated about extreme sports or forms of art. RYHFF products can be found in 8 offline stores, however to support the brand with an online sales point, we build a responsive web(shop) on Shopify. You can read more about the creative direction and the RYHFF journey here.
My Role
UI / UX Design, Content Creation
Team
Janice Ibe, Bob Ibe
Duration
Ongoing
Tools
Shopify, Figma, Keynote, Illustrator
Process Insights
Product Lay Out
In order to create a clean and fitting product lay-out, we decided to shoot the clothing items with models. Instead of using the often used white background, we made use of a stone wall. This wall is perceived as robust, raw, imperfect and therefore absolutely perfect, artistic and representative for RYHFF. To support product focus, more detailed photos were added on the product pages and home page.
Branding
The colors of the brand are black and white, which are maintained on the website. Besides, a typical hand-drawn style for words, symbols or icons are part of the brand image. These elements are used subtle where suitable. The overall set-up is maintained simplistic and clear to enhance to customer journey.
Changes
The website changed over time and by season. Several changes that have been made from the previous version include: (1) replacing product photos with hand drawn models for photos with real models. Even though we received positive reactions on creative elements, real models increased the relatability to the products and improve expectations regarding for example fit of items. (2) Increasing the amount of products on the home page for stronger focus. While maintaining a brand focused balance with the addition of lifestyle photos. (3) Adding product reviews, to build further trust and social proof for existing and new customers.
UX Optimization
The first version of the RYHFF website was build in Wordpress, however after deeper investigation and research a switch was made to Shopify. The results from the findings showed that overal Shopify templates have a further optimized UX. Besides the change describe in the previous section about the addition of more products on the home page, improved the customer journey towards desired items.
JIBES UI UX DESIGN
This project is created and executed by Janice Ibe. Someone who is ambitious and creative by nature, often inspired by elements of nature and adventure. Would you like to know more about the designer or contact details? Click on the button below.
