SPEEDO.COM
UI Research - comparing competitors.
UI Design - Design System built in Figma. Components optimized for all screen sizes.
As a product designer on the e-commerce team of Pentland Brands, I was given the brief of leading the initial UI design for a new speedo.com website, in line with an updated brand identity.
The identity was shaped by regular stakeholder meetings and consumer research. Ultimately the main goals of the brand refresh that were discovered and established were -
- To reflect the status of Speedo as a premium brand.
- Reinforce its position in the competitive swimwear market.
- To embrace fun, vibrancy and the diversity of speedos customers - embrace the 'budgy smugglers!'.
Therefore a contemporary look to the UI that would appeal to our target markets, whilst taking inspiration from competitors sites such as asos, nike, pro swimwear, patagonia etc. was chosen.
Using the methodology of ‘Atomic Design’ - starting with the smallest elements first (ie. ‘atoms’) such as buttons all the way up to design artifacts such as the website header, this allowed us to combine and arrange UI components in a fully modular way.
This work was created at & is property of Pentland Brands.
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