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The story of how we built the website of a premium-brand manufacturer.
IrixLens is a company offering premium-brand products. A globally recognized name in the photography industry with many brand ambassadors. On top of that, it offers many technological solutions for photographers.
Key objectives included designing an intuitive and effective user journey across the website.
It was essential to adapt and present the company's offering on the site in a way that clearly and readably tells the company's story and presents the scope and capabilities of its offer.
Analysis of the previous version of the site and preparation of input data for building its new version. Using tools such as Google Analytics, heatmaps on hotjar.com and mouseflow.com, we prepared an audit and report on how users experienced the site and its state of visibility in Google search.
To present a premium offering, the site had to convey prestige yet remain readable and functional. Easy navigation, ability to move into product subpages, and presentation of lenses in the form of interactive animations were the key assumptions of the project.
During joint meetings and conversations with the client, the most important thing was defining the target client's needs and jointly planning expectations for the new site.
On the client's side and their team, we preliminarily established:
Through ongoing work and meetings, we worked out the site structure and a satisfying breakdown of IrixLens' offer and lenses into groups.
With this material prepared, we were able to build prototypes and establish:
With wireframes thus prepared and fully reviewed, we were ready to start work on moodboards and UI design.
During moodboard composition we selected styles for fonts, colors, and the planning of space and content in sections. The result: a style that corresponds to the brand's needs.
The IrixLens brand palette — black / white / blue — allowed us to correlate the design with the brand. The final UI reflects reliability, professionalism and modernity, building a stable brand image.
Animations and product exploration by the user
A picture is said to be worth more than a thousand words, but we decided to push that idea further.
When delivering the site, we bet on interaction. The reason for that decision was an ideal way to reflect the functional and aesthetic values of the company's products.
On the offer subpages, the user can personally experience the benefits and discover lens features by interacting with the product itself — rotating, turning, or revealing additional information embedded in animated icons. Additionally, for one product group we built a reveal mask exposing fragments of the product from the background.
WordPress deployment — dedicated CMS integration
The deployed site was equipped with a mini-builder allowing the administrator to create sections and blocks independently, using a previously defined set of settings and options. This provides a major advantage in later site management.
The administrator has predefined layouts that can be used to build new site content without having to contact developers. The build happens via a drag-and-drop mechanism, enabling selection of a specific element from a list and placing it in a specific location.
Despite animations and video sections, the site loads quickly and is well optimized. A fully editable product and content panel was deployed through a dedicated integration with WordPress CMS.
