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GOLDWIN

Designing an Online Store That Celebrates the Diverse World of Sports

Goldwin, a prominent Japanese company in the sporting and outdoor apparel sector, recruited us for the project of revamping its online store. Our work encompassed various aspects of the project, including research, concept development, UX/UI design, guideline creation, front-end prototyping, and operational support.

GOLDWIN WEB STORE

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Showcasing Multifaceted Ways to Enjoy Sports

The Goldwin Online Store, which sells many brands catering for a host of different activities, received a complete makeover in February 2024.

This makeover aimed to achieve two outcomes: first, to continue selling high-quality products with superior technological and design features; and second, to create an online store that communicates various ways to enjoy sports and provides opportunities for new experiences. This approach aligned with Goldwins corporate philosophy of prioritizing sports and the environment.

We supported the makeover by taking on various aspects from research to concept development, UX/UI design, front-end prototyping, and operational support.

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Crafting the Goldwin Online Stores Unique Personality

How could we make the Goldwin Online Store communicate diverse ways to enjoy sports while maintaining the stores functionality?

One hypothesis we proposed was to define a distinct personality for the store and infuse this personality into the stores functions, tone, and content. Based on this personality, which also represents the store concept, we developed feature pages that allow users to envision scenes where products are used in various activities.

These pages bring the concept to life, showcasing the versatility of the products in different sporting contexts.

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Collaborating as a Team

In this project, rather than unilaterally presenting the client with solutions in response to the challenges they set us, we took an approach that let us incorporate more essential elements into the store.

To achieve this, we worked with Goldwin as a team from the outset, collaborating over an extended period of about a year and a half. During this time, we engaged in numerous in-depth discussions about the form of the store. In particular, when considering the overall UX, all team members participated in face-to-face meetings, engaging in discussions that delved into even the smallest details.

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Harmonizing Esthetics and Functionality

We aimed to create a store design that balanced Goldwins characteristically natural yet refined tone with simple functionality. Specifically, we incorporated the feature of offering products suitable for the city and the sportsfield into elements such as the color palette, icon shapes, and animation designs. And since most users access the site from their phones, we implemented a trouble-free purchasing experience with a mobile-friendly approach.
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Implementing Sustainable Design Systems

To make the online store a sustainable undertaking, we created comprehensive guidelines defining a wide range of aspects, from the use of basic elements such as colors and icons to the style of the illustrations and the tone of the web copy. For the visuals that are a major part of the impression the store creates, we established photography guidelines that standardize the basic approach to product shots across all brands while allowing each brand to express its individuality.

In particular, we paid careful attention to photographic details such as the placement of products and the shadows they cast. This was done to convey three concepts through the product imagery: functional beauty, playfulness, and wisdom. In this respect, the functional beauty arises from Goldwins meticulous craftsmanship, which lies at the heart of their identity; the playfulness is the fun that comes from wearing and enjoying the products; and the wisdom is the knowhow embodied in products designed for use both in town and on the field.

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Project Information

  • Client: GOLDWIN
  • Expertise: Digital
  • Year: 2024

Project Team

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Kanako Kawahara
Digital Product Designer, Project Director
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Megumi Kanno
Business Designer, Project Director
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Hayato Shin
Business Designer, Project Director
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Suika Yamada
UI/UX Designer
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Takaya Deguchi
Design Engineer, Service Designer, Project Director
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Masato Nomiyama
Design Engineer, Project Director

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