VE Helped Empire Skate Improve Product Design & UX

About the Client

Empire Skate is Wellington's premier skate shop and has been selling skate & street fashion for over 20 years. Co-owners Trent and Matt have grown Empire Skate organically over the last decade. At the outset, their goal was to bring their target market the best local and international skateboard and streetwear labels at the most competitive prices in New Zealand. They worked hard to deliver on this goal.

Challenges & Requirements

Over the years, they built plenty of contacts within the skateboarding industry. This helped them keep up to date with developments, news, and trends. They have a dedicated team working behind the scenes to source, test drive, and develop new products.

But they were struggling with Downward icon

Product Focus

The product listings lacked prominence and failed to capture the attention of potential customers effectively.

Color Imbalance

The color scheme needed to be more consistent, affecting the natural look and feel of the products.

Clarity Issues

Blurry images and poor resolution hampered the website's overall clarity and visual appeal.

Resource

But Before All That
Empire Needed a Product Designer

Empire knew that assessing a product designer's skills can be subjective, as it can be challenging to gauge proficiency based solely on resumes or portfolios. Technical interviews and design tests can help evaluate experts, but they may not capture their ability to work collaboratively, meet deadlines, and adapt to changing project requirements.

There's more.

There were image editors available locally. But Mat Wells, CEO of Empire Skates & Streets was not ready to hire anyone from the local talent pool as hiring an in-house image editor was cost-prohibitive.

That's why they reached out to VE . And VE responded. After completing multiple interview rounds, Mat hired Sushant, VE's Multimedia Specialist.

“Always love to take up challenges. Empire’s project was challenging, but I could check all the boxes.”

5+ years of experience

Delivered 50+ projects

Design and Behavioral Science
They Don’t Need to Be at Odds

Sushant proved that. Not just a designer, he is also a Behavioral Science expert. With Sushant leading the way, Empire finds new ways to bring new customers to Empire’s website. Here’s how.

Phase 1: The Collaboration
Phase 2: The Implementation
Phase 3: The Result

Kick Off to Refine Business Requirements:

To initiate the project, Sushant conducted a comprehensive kick-off meeting with the Empire Skate & Streets team. This meeting allowed him to gain a deeper understanding of their specific requirements. By actively involving the client in the initial stages, he ensured that their aspirations were taken into account throughout the design process.

Context Exploration:

During the context exploration phase, Sushant delved into the world of street fashion to understand the latest trends, emerging design aesthetics, and customer preferences. This research enabled him to revamp product images that would resonate with Empire Skate & Streets' target audience and stand out amidst the competition.

Wireframes:

Before proceeding with the actual design, Sushant created wireframes to provide a visual representation of the products.

Wireframe designs for the Empire Skate and Streets website

Going From Draft to Craft

Product Redesign

Sushant completely revamped the products, giving them a modern, sleek appearance that resonated with the street fashion industry. The new design incorporated clean layouts and high-quality imagery, ensuring a visually engaging experience for users.   

Being a Part of Users’ Daily Lives

Enhanced Product Focus

He reimagined the website's layout to provide enhanced focus on the products. By decluttering the interface and employing strategic placement, he allowed the products to take center stage, enabling users to browse and explore Empire's street fashion offerings easily.   

Standing Out from the Crowd

Balanced Color Scheme

To make the products appear more natural and visually appealing, Sushant balanced the website's color scheme. By carefully selecting a palette that complemented the street fashion products, he created a cohesive visual experience that resonated with Empire's target audience.   

Iron Out the Wrinkles

Image Enhancement

Sushant employed AI tools to correct the blurry product images. By adjusting image sharpness and enhancing details, he transformed the visual experience for users, allowing them to appreciate the quality and aesthetics of the products.

Taking the Design Sprint

Sushant retouched all the product images, gave more depth, and started sharing 40+ product images daily–something Mat could have never imagined (with a freelancer).

Slicing Design Cost by 50%

Sushant needed less time to visualize Mat’s ideas. And less design time means Matt paid less for his project.

Design that Became the Reason Clients Stick Around

Empire Skate & Streets has more than 5,000 returning buyers. Sushant designed their products that both inspire and excite their customers. And that’s how we knew they’d come back. (Let’s bring back yours.)

And Finally - That was Picture-perfect!

Mat Well, Director of Empire Skate & Street, was extremely happy with the result and is still working with our resource. Here’s what he has to say about our resource.

Always-in-mind
Experience

Your Product Rocks
But Sale Sucks?

About the Client

Challenges & Requirements

But Before All That
Empire Needed a Product Designer

Design and Behavioral Science
They Don’t Need to Be at Odds

Kick Off to Refine Business Requirements:

Context Exploration:

Wireframes:

Going From Draft to Craft

Being a Part of Users’ Daily Lives

Standing Out from the Crowd

Iron Out the Wrinkles

Taking the Design Sprint

Slicing Design Cost by 50%

Design that Became the Reason Clients Stick Around

And Finally - That was Picture-perfect!

Imagine Your Store, but With a 50% Higher Conversion Rate

We Have More Work Portfolios

Always-in-mind Experience

Your Product Rocks But Sale Sucks?

About the Client

Challenges & Requirements

But Before All That Empire Needed a Product Designer

Design and Behavioral Science They Don’t Need to Be at Odds

Kick Off to Refine Business Requirements:

Context Exploration:

Wireframes:

Going From Draft to Craft

Being a Part of Users’ Daily Lives

Standing Out from the Crowd

Iron Out the Wrinkles

Taking the Design Sprint

Slicing Design Cost by 50%

Design that Became the Reason Clients Stick Around

And Finally - That was Picture-perfect!

Imagine Your Store, but With a 50% Higher Conversion Rate

We Have More Work Portfolios

Always-in-mind
Experience

Your Product Rocks
But Sale Sucks?

But Before All That
Empire Needed a Product Designer

Design and Behavioral Science
They Don’t Need to Be at Odds