IrixLens is a company that offers premium brand products. The company is world-renowned in the photography industry and has many brand ambassadors. In addition, it offers many technological solutions for photographers. The main tasks included the development of an intuitive and effective user journey path through the website.
Wanting to present a premium offer, it was necessary to make a site that conveys prestige but is also clear and functional.
We analyzed the previous version of the site using Google Analytics, heatmaps from hotjar.com and mouseflow.com. We prepared an audit and report on user reception and the status of visibility in Google search. Ease of navigation, the ability to navigate to product subpages and the presentation of lenses in the form of interactive animations was a key assumption.
During joint meetings with the client, the most important thing was to determine the needs of the target customer and jointly plan the expectations for the created site. We determined the number of subpages needed, prepared content for each, and developed the structure with a satisfactory division of offerings into groups.
Irix's branding color scheme — black, white, blue — made it possible to correlate the design with the brand. The UI design reflects reliability, professionalism and modernity, building a stable brand image.
The user can independently experience the advantages and discover lens functions by interacting with the product through turning, twisting and learning about animated icons.
When implementing the site, we focused on interaction. In the offer subpages, the user can independently discover the functions of the lenses by interacting with the product itself. A mask was made for one group of products, revealing parts of the product from the background. We focused on perfectly reflecting the functional and aesthetic qualities of the company's products.
The implemented site is equipped with a mini-builder that allows creating sections and blocks from pre-defined settings and capabilities. The administrator has predefined layouts which can be used when building new content without contacting developers. The construction is done through a drag-and-drop mechanism.
The site, despite the animation and video section implementations, loads quickly and is well optimized. A fully editable panel of products and other content was implemented through a dedicated integration with WordPress CMS.
