Speedo e-commerce

Creating a design system from scratch for a global brand.

Problem

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. Research found the the old site did not reflect the premium asthetic that speedo wanted to convey - while user testing revealed usability issues scattered throughout the site.

Solution

The main goals of the brand refresh were to reflect the status of Speedo as a premium brand, reinforce its position in the competitive swimwear market, and to embrace fun, vibrancy and the diversity of speedos customers - embrace the 'budgy smugglers!'.

I shaped the UI for a contemporary look that would appeal to speedos target markets, whilst taking inspiration from competitors sites such as asos, nike, pro swimwear, patagonia etc.

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, whilst improving consistency across global brand touch points.