In 2022, Hootsuite, the leading social media management provider, embarked on a major rebranding journey to enhance its brand identity. As part of this initiative, HootStore, Hootsuite’s e-commerce platform for branded merchandise, also needed a complete redesign. I had the exciting opportunity to lead and design this project. Below, I share insights into my design process and the outcomes achieved.
Role: Lead Graphic Designer
Timeline: 2 weeks
Team: Project Manager, Creative Director, Copywriter, and myself.
Timeline: 2 weeks
Team: Project Manager, Creative Director, Copywriter, and myself.
Understanding the Problem
The HootStore offers over 100 product variations across three primary regions: Americas, UK, and Europe, along with a dedicated clearance section. This extensive catalogue made it challenging for users to find the right product efficiently. My task was to redesign the e-commerce platform to align with Hootsuite's new branding while ensuring it catered seamlessly to all regions where Hootsuite operates.
Challenges Identified:
Home Screen Redesign
The original home screen was ineffective in showcasing products. It featured images representing different regions but failed to create a sense of desire or engagement. This layout was visually unappealing, confusing users, and outdated, leading to a poor user experience.
To address these issues, the following are the design decisions:
Enhancing Product Collection
Due to time and budget constraints, we couldn't organize a photo shoot with models. This limitation required a creative approach to ensure the product images were appealing and consistent.
Solutions Implemented:
Shopping a Product
To improve the shopping experience and ensure users didn't miss crucial information, I implemented these changes:
Mobile Adaptation
Adapting the e-commerce site for mobile platforms was challenging due to limited CMS control. Ensuring a seamless and visually appealing experience on smaller screens required strategic adjustments.
Solutions Implemented:
Project Outcome
The redesigned HootStore streamlined the ordering process and enhanced the gifting experience with an intuitive, user-friendly, and accessible platform.
Simplified Ordering: Easier navigation and purchasing process for team members.
Improved Gifting: Enhanced layout made selecting and sending gifts more enjoyable.
Accessibility: Adhered to best practices, ensuring the platform was accessible to all users.
Hootsuite's rebrand recognitions
Hootsuite’s rebranding efforts, including the HootStore redesign, received notable industry recognition and positively impacted business metrics:
• Fast Company 2023 Innovation by Design Awards:
Categories: “Best Branding” and “Enduring Impact.”
Categories: “Best Branding” and “Enduring Impact.”
• Shorty Awards (2022):
Gold Honor for Rebrand Campaign.
Gold Honor for Rebrand Campaign.
• Transform Awards North America (2022):
Silver: Best Brand Evolution (Business).
Silver: Best Use of Copy + Tone of Voice.
Silver: Best Brand Evolution (Business).
Silver: Best Use of Copy + Tone of Voice.
