Game Projects

Style 3D Official Website Design

Website URL: https://www.linctex.com/

Project Duration Time: Mar 2022 to Jul 2022, as a full-time UI/UX Designer in Style 3D

My Role: Solo Web UI Designer, Project Coordinator

What’s included in my work and what’s not: I created all the initial wireframes and low-fidelity design sketches for both iterations. For high-fidelity designs, I completed 100% of the first iteration and 75% of the second. After I left the company, the design was handed over to the dev team, resulting in some changes—such as updated images and videos—though the overall layout remained mostly consistent with my original design. As a result, the version in this portfolio may differ slightly from what’s currently live on the website.

---

As the lead UI/UX designer and project coordinator for Style 3D’s official website, I was responsible for creating an intuitive and engaging user experience that showcases the company’s products and services to potential clients in the textile and fashion industries.

Objectives:

• To design a user-friendly interface that aligns with the brand’s visual identity and effectively communicates Style 3D’s innovative capabilities.
• To coordinate between teams, ensuring that the website reflects the company’s vision while being feasible for the development team to implement.

Responsibilities: In addition to designing the UI and interactive elements, I served as a bridge between the product team, developers, and senior management:

• Stakeholder Alignment: I worked closely with senior management to understand the company’s goals and objectives, ensuring that the website would represent Style 3D’s vision and mission accurately.
• Team Coordination: Acting as the primary liaison, I facilitated communication between designers and developers, translating design concepts into actionable development tasks. I ensured that the design scope remained realistic and that developers could technically implement our visual and interactive ideas.
• Scope Management: I balanced creative ambition with practical feasibility, keeping the project within scope and ensuring timely completion.

Pre-Design Phase: Proposal and Team Alignment Before starting the design process, I conducted a thorough proposal presentation to align the entire project team. This step involved:

• Proposal Presentation: a comprehensive design proposal to share with the UED team, outlining why a redesign of the initial version (completed between March and May in my work period) was essential. This proposal included a detailed analysis of the existing website, identifying areas for visual and functional improvement to enhance customer attraction and brand perception.

(Proposal slides, couldn’t show content due to NDA)

Discussion with the Product Team: we also facilitated in-depth discussions with the product team to identify core requirements and ensure that the redesign would meet the needs of our primary audience. These collaborative sessions defined our target user personas, aligning the design goals with user expectations and market trends in the virtual 3D fashion industry.

Current Challenges:

• User Feedback: 57% of users reported that the current website feels too professional and lacks engaging elements.
• Visual Appeal: The current design is perceived as monotonous and not attractive enough for wider audiences.
• Information Architecture: The site’s structure is complex, making it difficult for users to navigate and access essential information quickly.
• Art Style and Color Palette: The current color scheme and art style do not align with modern design trends and user preferences.

(Website & Art references)

Iteration 1:

Test & Debug with the Dev team:

Pivot to Iteration 2 [16th May 2022-to August 2022]:

After building the website from March 1 to the end of April, we realized that the first iteration might not be the best choice based on user research and feedback from our Art Director. We then pivoted to a second iteration:

• Interactive Features: To showcase the innovative capabilities of virtual 3D fashion, I designed interactive components that demonstrated Style 3D’s product functionality, allowing users to engage with content that highlighted the transformation of traditional garment design to virtual 3D solutions.
• Visual Consistency: The design adhered to a cohesive visual language that reflected Style 3-D’s cutting-edge position in the fashion tech space, balancing sleek visuals with a user-centric approach to maintain engagement.

Website URL: https://www.linctex.com/

Reflection and Takeaways:

This project not only strengthened my skills in UI/UX design but also highlighted the importance of communication and collaboration in a multi-functional team. The experience underscored the need for designers to balance creativity with practical constraints, ensuring that final products meet user needs, align with business goals, and push industry standards in virtual 3D fashion design.

Thank you so much for your patience and for reading this far. I’d love to discuss this project further if you’re interested!

Project website: https://projects.etc.cmu.edu/voxalburgh/

My roles in this project:

• Team lead & producer
• UI designer
• UX designer & researcher
• Documentation