Overview
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The FARM RIO Digital project entailed a comprehensive redesign of the digital experience of the fashion brand FARM RIO, which originated in Rio de Janeiro and is now present in 7 countries. The project aimed to modernize the visual language and user experience on FARM RIO's website and app, reflecting the vibrant spirit and colorful patterns characteristic of the brand.
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my role: product designer, leader of the project to recreate FARM digital experiences. Interpretation of the concept design project for web applications, FARM app and live commerce platform. UX Design, microinteractions and visual design.
Objectives
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To refine the digital visual language to complement and highlight FARM RIO's colorful and patterned products.
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To enhance the user journey by making it more emotional and efficient, optimizing functionality for easier navigation and user engagement.
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To reduce user inquiries and complaints by offering a more intuitive and enjoyable experience.
01
Sustainability projects
(Reforestation game & Sustainability Report)
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02
Redesign of the web experience
(based in the FARM RIO's concept project)
The team focused on redesigning all digital components with a "product as hero" approach, using a neutral palette to ensure that FARM RIO's colorful products stood out visually.
03
Lojix - Sales Live Streaming
(Live Commerce Platform)
As a way to deliver a more complete content and product viewing experience, we created a live commerce platform for product sales while salespeople present the products via live broadcast.
1.
Storytelling of the reforestation project
& Sustainability report
We created an animated timeline project, where website users interacted with a character who went through scenarios that help tell the story of 1 million planted trees, a thousand per day. every day.
Fun design like a game
The challenge the team set itself was to create an interactive interface, like a game where website visitors could navigate the history of the FARM RIO reforestation project for themselves.
Technological Challenge
It wasn't that simple to get the idea off the ground. There were decisions to be made regarding the technology used, given that the experience was part of an ecommerce session. The performance, playability and responsiveness of the application were heavily tested until we reached a satisfactory result.
Interactivity points
To make the journey of telling the story of reforestation through a game more meaningful, we created points of interactivity throughout the scenario. Clickable points help provide deeper details about partnerships and achievements.
Easter Eggs
Every pixel counts! For it to be an impactful experience, we had to bring together several professionals (developers, UX designers, illustrators, motion designers and scriptwriters) so that each advancement in the scenario had the different biomes of Brazil being represented, as well as the main connections we were making to the over time (Adidas, Levis, Environmental Protection Agencies and indigenous groups). A much more creative way to deliver our message.
sustainability report
Who said reports need to be cold documents?
We set out to do different!
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It is very boring to work hard to make sustainability actions a priority in business.
At FARM RIO nothing matters as much as combining speech with attitudes that have real impact. However, no one can bear consuming sustainability reports in text files, completely cold and without emotion.
1- Tab navigation through the pillars of our sustainability project
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2- Anchored scrolling, making it easier for users to access any part of the report from anywhere on the page, without having to scroll with the mouse.
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3- Carousels, interactive pins, photos, illustrations and videos to deliver with great soul all the sustainable initiatives and results achieved.
2.
Redesign of the
web experience
Based on a conceptual project created with the involvement of 73 people, from 21 different areas of the company, working for 6 months, we listed two phrases that guided us in the redesign of FARM RIO's digital experiences:
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THE PRODUCT AS A HERO
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EXCITING THROUGH AN EFFICIENT JOURNEY
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As a way of translating the entire process, preserving sensitive documents, a video was created to convey the main ideas of the project, which would be executed according to the schedule below.
Click on the screen to play the video (video with audio in Brazilian Portuguese)
click on the screen to see the video
UI and UX timeline
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The FARM RIO brand is very happy, lively and carries with it all the Brazilianness and swagger of Rio de Janeiro to the world, but the digital experience did not reflect all the "samba" that the brand has in physical stores.
microinteractions experiments
favorite products saved in folders
people who use folders to save favorites increased the conversion rate in the app by 37%
lojix - the FARM RIO's
live commerce platform
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R$30MM
PER YEAR IN SALES
+250K
PEOPLE WATCHING LIVE PER YEAR
180MM
PLAYS AFTER LIVE STREAM
Results, learnings and next steps
Proportional to the size of the challenge is the achievement of translating a living brand into the digital environment. The first Brazilian fashion brand to reach the world with its own stores in a relevant way now has a digital experience that is much more coherent with its principles, values ​​and messages.
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The creation of a culture of experimentation, with creative freedom and data-driven was fundamental to the success of the visual language transition, as well as the measurement of the financial results of each new component created (few specific data were shown in the portfolio, due to agreements on confidentiality).
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Talking about the app (Android and IOS), when the project started, digital participation was 18% and now it reaches an average of 41%, attributed to the fluidity and ease of the experience.
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The site has annual revenue in the hundreds of millions of reais and the most important thing is the social investment and the brand's commitments to the environment, social justice, promoting the development of local communities and indigenous peoples, as well as responsible technological development.
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​As next steps, a series of AB test-type experiments were created so that incremental adjustments and improvements can bring even more relevant results, increasingly personalizing the fashion consumption experience in the digital environment.