The Story Behind the Redesign of an Online Store from the Past
Hello, this is a researcher from Labovarde.
Today, I’d like to share the story behind the redesign of a Korean online store we worked on previously.
Our current site was also modeled after our Korean online store with a well-established brand identity,
and since the process of capturing the branding and its unique atmosphere was so meaningful, I wanted to share it with you all!
Shall we get started?
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I’ve been working hard toward my long-standing goal of “Establishing Brand Identity & Laying the Groundwork.”
1️⃣ Goal → Establishing Brand Identity & Laying the Groundwork
✔ Organizing Instagram visuals (working on unifying the feed’s vibe📌)
✔ Re-establishing the existing identity (moving toward a more sophisticated direction🎨)
✔ Preparing to revamp the website (coming soon🔥)
Today, I’d like to share the behind-the-scenes story of the
online shop redesign, which served as the grand finale of this project.
[ Chapter 1. The Start of Ideation ]
The main purpose of this revamp was… I wanted to create a pretty website. (The secret motive of Design Researcher Park)
…Just kidding. It can’t just be pretty for the sake of it.
The real goal was to establish the “strategy unique to our official website”
that we’d been mulling over for some time. In other words, the philosophy of making something that’s not only pleasing to the eye but also functional.
The core of this project goes beyond simply creating a pretty design;
it’s about clearly visualizing the brand’s philosophy and sensibility.
The goal was to build a unified design language centered on that philosophy
to create sophisticated and distinctive branding visuals.
Ultimately, it’s about enhancing the brand experience, optimizing for brand growth,
and driving business results! After all, that’s what brand competitiveness is all about.
What do you think? It’s a big dream, isn’t it? (But I’ve learned that you’re supposed to dream big.)
Well, now that we have this lofty dream, we’ll have to do something to make it a reality. (A path of hardship I’ve chosen to walk myself?)
[ Chapter 2. Defining the Brand’s Emotional Identity ]
The first step began internally. In fact, Labovarde already had clear values,
and its existing design reflected those values well. However, to build a visual identity with even sharper consistency,
we analyzed three key values through mind mapping,
and derived concept keywords based on them.
We then detailed and organized how each concept would be visually realized. This process was the starting point for making the brand’s sensory mood even more distinct.
[ Chapter 3. Streamlining the Website System ]
Second, we aimed to streamline the website system so that users could
grasp both information and emotion at a glance. We proceeded with the redesign step by step, starting with the main page,
removing everything that wasn’t essential to the overall design and focusing on delivering clear information and an intuitive user experience.
In particular, we reclassified the information previously presented on the main page by category
and organized it to highlight only the most important details, allowing users to quickly grasp the key information.
We improved the design to naturally guide users to detailed pages
when they want more information. Additionally, on the desktop version, we modified the top menu so that it remains fixed
even when scrolling down, allowing users to easily navigate to their desired menu at any time.
Through these improvements, we have strived to provide a more intuitive and streamlined website experience.
To ensure that even first-time visitors can clearly recognize Labovarde’s brand image,
we’ve prominently placed the key visual at the top of the main page.
We maintained a user experience similar to that on a desktop on mobile devices as well, filling the entire screen to maximize immersion.
We structured the brand story to be straightforward and easy to understand,
so visitors can empathize with why we’re moving forward with this philosophy.
We display the brand video upon first entry
to naturally draw visitors in, followed by the brand information.
We carefully considered what first-time visitors might be curious about
and included only the essential information.
[ Chapter 4. Store Structure Overhaul ]
We’ve reorganized the store by grouping existing categories based on their characteristics to further refine the menu.
While we clearly understand the features of our products, we did this so that even those unfamiliar with them can easily understand them.
The site is organized into pages that show the nature of each category at a glance, pages where you can view all products, and pages grouped by specific subcategories, enabling intuitive navigation.
[ Chapter 5. In Closing ]
The online store relaunch capped off our brand identity and foundational work!
Since the relaunch is still in its early stages, we don’t have enough data yet, but we won’t rest on our laurels—
we plan to continuously analyze and research to make improvements moving forward.
If you encounter any issues while using the site or feel there’s room for improvement,
please feel free to let us know anytime!
Oh, and… this is a secret, okay?
We’ll be hosting various events on the online store in the future, so please stay tuned!
Thank you, as always. 😊
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It's a truly wonderful journey, isn't it?
I'm taking it step by step myself. I'd appreciate your support...!
Oh, and,,, the content for Chapter 5 still stands!
