Locago
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Brief
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Secondary Research
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User Interviews
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Key Findings
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HMW Statement
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Prototyping
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User Feedback
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Ideation
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Final Design
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Reflection
As the Brand & Web Design Intern at Locago, I shaped the brand identity and designed a user-centric experience for a platform showcasing boutiques from Chicago neighborhoods.
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I worked with the Locago team to learn about their mission and design needs. During our discussions, I identified a
gap in branding and started developing a visual identity that would help connect users with Chicago's small boutiques.
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WORKING WITH THE LOCAGO TEAM
I began by conducting secondary research on the current market for third-party platforms that showcase products from independent sellers. Through this research, I identified three different types of such platforms:
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Online Marketplaces
for Independent Sellers
Ex. Etsy
Boutique-Specific
E-Commerce Sites
Ex. Shoptiques
Online Local
Marketplace
Ex. Facebook
I then conducted 4 user interviews to gain deeper insights into consumers' perceptions of "community" and their expectations regarding the shopping experience, which led to the identification of 3 key findings.
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NEED FOR TRANSPARENCY & CONVENIENCE
Shoppers want to check local store inventories online and reserve items to eliminate wasted trips and uncertainty around availability
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SOCIAL MEDIA DRIVES ENGAGEMENT Platforms like TikTok, Instagram, and Pinterest are key for discovering local products. Shoppers seek social validation online and are more likely to buy products they see there.​​
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VALUE IN CURATED EXPERIENCES Shoppers prefer curated offerings from local stores over mass-market options, finding limited availability more appealing and valuing the personalized experience
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After identifying key themes, I developed a "How Might We" (HMW) statement that reflects the design requirements necessary to meet shoppers' needs while aligning with Locago's mission and vision.
HMW . . . design a visually engaging platform and brand identity that feels modern, showcases curated products, and offers a seamless shopping experience?
After formulating my HMW statement, I used it as a foundation to design 3 different prototypes for Locago's visual branding through their Product Landing Page (PLP).
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PROTOTYPE 1
PROTOTYPE 2
PROTOTYPE 3
After designing various prototypes, I presented them to shoppers to gather feedback and understand their needs when shopping and navigating the online local marketplace.
As a shopper...
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I want to see what’s currently trending and nearby my location
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I want to shop in a community-focused marketplace
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I want to shop quickly and know product availability in-store, so I don’t waste time
Using feedback from users and reflecting Locago's core values—trendiness, friendliness, and a strong sense of community—I created a style guide that aligns with the brand's identity.
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Further, I designed the PLP to effectively showcase the style guide, incorporating Locago's services and emphasizing their community focus by highlighting nearby neighborhoods and their benefits for shoppers.
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LANDING PAGE
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BRAND IDENTITY: Explored the significance of visual hierarchy and strategic information placement to effectively showcase brand identity through design elements.
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COLLABORATIVE BRAND DEVELOPMENT: Gained experience in collaborating with a brand to understand their vision, bringing it to life on screen, and helping refine their visual identity.
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APPRECIATION FOR UI/UX DESIGN: Developed a deeper appreciation for the methodical approach to UI/UX design, excited to apply these skills in creating meaningful user experiences and impactful designs for future projects.
