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Work Startpage / Logo & Branding Design / Design for Print / Web Design & eCommerce Design
GFORCE. Gymphlex Ltd have been producing sportswear for over 70 years. With a rich heritage of quality and value the company developed a new, cutting edge sportswear brand called 'GFORCE'. It was to have one of the widest ranges of customisable sportswear in the industry, and deliver apparel designed for the modern strains and looks of sport. The website had to reflect this forward thinking brand, be unlike any other website and take the complicated nature of customising a garment and simplify it.
Designing any website is about more than just making it look nice. It's also about the user experience - and ultimately ensuring enquiries for the client. GFORCE is all about customisation - but how do you convey that to users? Alongside the standard catalogue of products, I designed the 'Inspire Me' section. With an incredibly easy to understand user interface, the user simply choses a sport, a garment range, and then switches colours - instantly! It makes the experience of discovering garments more interesting and fun. Even the form at the bottom of the page has been designed to be as easy as possible to use - all culminating in more enquiries!
Even the e-Commerce / catalogue area was designed to be simple to use and evoke the 'customisable team/individual sportswear' nature of the brand. Most e-commerce sites will only ever give you categories you navigate through forever... I designed a simplified 3 step process, you chose 'Your Sport' > 'Your Kit' > 'Your Choice'.
How do you explain the fact that garments have multiple colour choices and a myriad of different options?… This was quite a challenge. I designed a constant area on the website called 'Anatomy of a Garment'. By breaking down a garment into something more like a jigsaw - and then putting it all back together again - users instantly understand what options they can make and how to make them.
