In addition to my massive task of redesigning the hhgregg main website, I was also given the opportunity to spearhead the marketing and visual style of the company’s high-end division, Fine Lines. The goal was to utilize existing assets in a cost effective manner, matching pre-designed print materials, all while engineering a wholly original web presence that was not only fully responsive, but envisioned from a “bottom-up” mentality, specially developed on a unique WordPress environment and targeting tablet browsing.
Responsive Design Stages
The new Fine Lines direction was to maintain the high-end look and feel in a minimalist way, emphasizing brands and imagery to accentuate the extraordinary quality and beauty of the top-of-the-line products. As a major contrast to the standard hhgregg site, Fine Lines’ goal was to drive customers into the store to engage with design consultants, creating a truly custom and personal experience, and essentially, staying away from traditional e-commerce transactions.
Upon launch, traffic increased substantially, both online and in-store, and is presently being expanded within the new architecture to incorporate additional crossover features and major brand experience pages.