yeuu
DESIGNER • 2020
Pronounced as /yo͞o/, yeuu is my personal brand. I created a comprehensive set of logos and visual imagery, and designed a sleek and refined interface for an online shopping platform featuring handmade products.
Derived from the Vietnamese word yêu meaning "love," yeuu focuses on a calm, self-loving image. The brand is associated with a more clean and simple image, almost bland in a sense, representative of not only the good days, but also the rougher emotional days that we all go through. Define your own self-love and appreciate the process it takes.
About
I previously created a website prototype using HTLM5, CSS3, jQuery, and Javascript; however, the design of this prototype was heavily limited by the constraints of my own coding abilities at the time.
I wanted to pivot this time, creating a platform with a high focus on the message of my brand and visual imagery associated with it, while still marketing my handmade products.
User Interviews
I interviewed 7 university students, aged 20-26, through direct message interviews and unmoderated survey interviews to gain insight into personal experiences and to determine pain points revolving around online shopping.
PAIN POINTS
User Persona
I created a user persona to guide design decisions. By empathizing with my user persona, I can craft an interface that will address challenges while resonating with my target audience.
USER STORY
Jinnie Lin, 23, is an SVA graduate with a major in Illustrations. She enjoys people watching and drawing unique characters, getting inspiration from the various personalities within NYC.
She was working part time at a café in SOHO to pay her monthly bills; however, she lost her job once the pandemic began. Jinnie is currently selling prints of her illustrations on Etsy as a form of income. She has been using various social media platforms like Instagram to promote her art and garner interest.
User Flow
I mapped out the journey a user would take while exploring the site, from purchasing an item to onboarding. Pages and interactions were kept minimal, enforcing a feeling of ease and simplicity.
Concepting
I sketched out a series of initial concept designs, ensuring a balanced experience between brand visuals and product imagery.
Logo Iterations
I wanted my logo to feel clean and minimal, while being unique and easygoing. I decided to combine two main elements: a face and the brand name.
The design of my logo took nearly two months for completion. From the initial rough drafts on paper to the final digital logos, various pivots and graphic tightenings were implemented to refine the logos until it truly represented my vision.
Final Logo
LOGOMARK & WORDMARK
ICONOGRAPHY
Typography & Colors
TYPEFACES
COLOR SYSTEM
User Testing
To test the designs and their intuitivity, I enlisted 10 testers to complete two tasks: purchase two tote bags, and create an account and log in.
INSIGHTS
Solution
I designed a notification system that features intuitive micro-interactions to guide users as they add items to their bag. A successful action is visually represented through a succinct, temporary pop-up window. The bag icon was designed to dynamically update with interactive data, providing users with real-time feedback on their shopping process.
The filtered search functionality, including highlight categories from the homepage, enables targeted and efficient discovery by users. Users can quickly narrow down items and address specific needs such as price range, while still ensuring visibility of featured products.
