Luly Yang Design Group - Stephanie Le

LYDG is a uniform design company based in Kirkland, WA.

I helped them design and develop an portfolio website to showcase their work. Through my time here, I designed the site, managed international freelancers, and assisted in web development.

Programs & languages used: Figma, Webflow, Photoshop, Illustrator, .HTML, .CSS, .LIQUID.

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Overview

LYDG needed a portfolio site directed toward potential clients looking to partner in custom uniform programs. The goal was to create a simple design that showcased the company’s designs, with multiple calls to action to contact and reach out to the team about potential client work.

Brief

The purpose of creating a new site for LYDG’s work was to separate the company’s business to business service from its parent company, Luly Yang Couture, which specializes in custom eveningwear and bridal gowns. All of Luly Yang Couture’s and LYDG’s work was shown on one website, which was ultimately confusing for users and increased drop-off rates.

GOALS

We needed to drive more engagement to LYDG’s uniform pages by optimizing user experience from Luly Yang’s existing landing page.

Research

To begin, we researched and analyzed the website of around 20 different design groups’ portfolio sites. The intention was to see how different design studios set up their page navigation, showcased their projects, and displayed their call-to-action, contacting the design studio.

User Profiles

After research and considering LYDG’s business strategy, we learned that LYDG’s top clients were LYC (Luly Yang Couture) clients that were converted b2b clients.

We wanted to stay true to Luly Yang’s cross brand loyalty while establishing a clear disctinction between LYC’s sub brands.

Below is a breakdown of LYC’s clients:

SOLUTION

LYDG needed its own portfolio site, with a multi-brand navigation bar to increase traffic and cross-brand awareness.

Sitemap

- Landing page with multiple calls to action to contact
- Multiple portfolio pages showcasing each project and its design intentions
- Services page that explained in detail every service we can offer a potential client
- An about page showcasing our CEO’s background and passion for design
- A contact page

Wireframes

LYDG already had a logo, brand guidelines, and UI direction. The site’s intention was to be airy, light, and let the garments shine. I built wireframes to showcase photos, introduce the brand to users who were discovering for the first time, and kept calls to action clear.

Text blocks throughout portfolio pages highlighted special design details, creating a discover-based experience. I created a “Related Projects” carousel at the bottom of each portfolio page to keep users from dropping off.

Web Design

We went with a minimal design inspired by the parent company’s site, lulyyang.com, with a landing page and call to action that would separate itself from the parent site.
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From a user experience perspective, we wanted the landing page to achieve the following:
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1) Introduce LYDG as a separate company and service from LYC.
2) Establish a brand voice and identity.
3) Illustrate LYDG’s unique, couture-level design services.

Web Development

I managed our international freelance engineers through multiple rounds of comments and hand-offs. I assisted in development, working with .css, .liquid, and .html as well as setting up the domains and integrating the multi-brand bar into all four sites and linking the pages.

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Metrics

The site has only been launched for three months, but we have observed impressively positive results, meeting all of our key metric goals.

These numbers are observed without paid advertising and based on strategically launching the site and the brand’s. new social media platforms around key press releases with our partners. We successfully drove more brand awareness and engagement through strategic execution, project management, and design.

Conclusion

This was a great project to be involved in, as it has offered me so many practical learning opportunities. working with cross-functional teams. The success of this project relied on my ability to quickly learn dozens of new techniques and skills, which have become stronger in the process.

Though few decisions may go against what is traditionally practiced when designing UI, in the end, we provided a product that was exactly what the CEO and upper management wanted to accomplish.

Luly YangDesign Group

Luly Yang
Design Group