UI, UX, Resposive design

Badichi Belts, the maverick belt brand gained rapid popularity for catering to fashion savvy New Yorkers, international fashion consumers, and celebrities. Today, the company showcases chic collections online and in its boutiques, where customers have a sensorial experience with leather, hardware, personal styling and custom assembly – all in the heart of SoHo.

The company’s existing site was not central to it's business; the majority of sales were done in their shops. Badichi Belts wanted to turn the site into a significant sales center. The site demanded fresh design and adoption of modern responsive techniques. Another updated was the “customize it” system that allows customers to personalize the product by selecting from a wide range of straps, buckles and extras.

Designed at Studio Raz 2015

Customize widget

The challenge was to build upon the existing system and update it while maintaining the sites visual language. The system did not work well, it wasn’t clear enough to the users and did not scale well to mobile platforms.

The solution was to create a personal shopping experience with images playing a central role in the selection process. Preliminary stages were added to let the customer choose their personal style in a clearly structured process, with a large image updating with each selection.
The design was updated to ease the customer’s shopping experience: the menu was enlarged and made more intuitive, the products and their pictures were streamlined, and the selections were reordered and expanded to better clarify the available choices. In the mobile version, the menu became a bottom navigation bar allowing easy transition between selection steps and leaving the bulk of the screen free to display the full image.
The result is a playful, fun and intuitive shopping experience allowing the customer to explore the wide variety of options offered by the company’s products.

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