Melva's Vintage
Overview
For Melva’s Vintage, a small pop-up vintage store in the heart of Hamilton, ON, I designed an online site that captures the charm and nostalgia of their curated vintage collection. The project included a visually appealing, user-friendly website that showcases their latest postings, events, and style guides, aimed at engaging both local patrons and online shoppers. Moreover, I also crafted cohesive marketing materials, including business cards and posters, that reflect the brand’s timeless aesthetic and emphasise Melva’s commitment to quality and authenticity. This work aimed to create a memorable brand identity that resonates with vintage enthusiasts and new customers alike.
What Was The Research Behind The Design?
The design for Melva’s Vintage was driven by extensive research into the target audience and user journey to create an effective and engaging online experience for vintage enthusiasts, eco-conscious shoppers, and Hamilton locals. By identifying the key demographics, we tailored the design to reflect a nostalgic, quality-focused aesthetic that resonates with those who value community and sustainability. This informed both the visual style evoking warmth, authenticity, and charm and the website’s content structure, making it easy for users to explore curated, vintage-inspired visuals and narratives.
Task Analysis
Primary Goal: For users to discover and order items from Melva’s Vintage new collection, opting for local delivery.
User Experience Considerations:
- Simplicity: Each step should be streamlined to require minimal clicks, avoiding unnecessary fields.
- Accessibility: Clear text, responsive design, and alt text for images to ensure usability for all customers.
- Visual Appeal: Engaging imagery and layout to enhance user enjoyment while browsing and selecting items.
Who Is The Target Audience?
The specific target audience for Melva’s Vintage may vary depending on its strategic positioning and the types of clothes it predominantly deals with. However, in a broad sense, vintage clothing shops often aim to attract a diverse audience.
Vintage Enthusiasts:
- Age: Primarily 20-40
- Demographics: Young professionals, creatives, students, and vintage collectors
- Interests: Sustainability, nostalgia, unique fashion pieces, and retro home decor
- Shopping Behavior: Likely to seek one-of-a-kind items and enjoy curating personalized styles
- Marketing Angle: Emphasize Melva’s Vintage as a treasure trove of rare, high-quality finds that can’t be found in typical retail stores.
Eco-Conscious Shoppers:
- Age: 25-45
- Demographics: Environmentally conscious consumers and families
- Interests: Sustainable living, secondhand fashion, supporting local businesses
- Shopping Behavior: Likely to prefer shopping local and avoiding fast fashion
- Marketing Angle: Highlight the environmental benefits of buying vintage, like reducing waste and promoting sustainable fashion.
Local Hamilton Residents:
- Age: 25-65
- Demographics: Hamilton locals, both vintage collectors and casual shoppers
- Interests: Supporting local businesses, community events, and unique shopping experiences
- Shopping Behavior: Regularly seeks new and interesting experiences in their community, values personal interactions with local business owners
- Marketing Angle: Focus on Melva’s Vintage as a welcoming, community-oriented store offering Hamilton residents a personalized shopping experience.
How Did Research Help The Design?
Research was key in shaping Melva’s Vintage’s design to meet both functional needs and aesthetic preferences. Understanding the target audience: vintage enthusiasts, eco-conscious shoppers, and Hamilton locals. Helped create a nostalgic, quality-focused look that resonates with users who value sustainability. Audience insights guided a warm, authentic style, while user journey mapping highlighted essential tasks, such as discovering new collections and ordering for local delivery. This led to intuitive navigation, easy access to new items, and a smooth checkout process.
The Landing Page
The landing page for Melva’s Vintage was designed to capture the charm and nostalgia of the brand. Featuring images of curated vintage pieces and a warm, inviting colour palette, the page draws users in with a sense of authenticity and style. A prominent “New Drop” banner for the landing page encourages visitors to explore the latest arrivals. This page sets the tone for Melva’s brand, blending elegance with an user experience.
