Kelly La Belle

Fabric.com came to us wanting a website redesign and a full UX audit of their current website. As we were working, the client also requested user studies, partial branding redesign, logo redesign, and programming consultation for their in-house programming team. Unfortunately, the client ran into budget constraints when they came to the programming step of the project and were unable to make the planned updates to their site until they were able to acquire more resources.

The client wanted user data to back up their redesign. They were specifically targeting female consumers between 20 to 60 years old. They wanted their new website design to have a more feminine twist, with a soft color palette and sewing themed new logo design. We conducted multiple focus groups and tested different UX experiences and styles at every stage.