The redesign objectives

Create a simple, enjoyable and functional shopping experience
Highlight the store products
Develop a responsive website with new pattern library that follow the new branding guidelines

Core team
Anthony Wang, Macy Chan Fong, James Berta, Josh Sylvester

Our approach
For our new brand, with such an uniquely simple and consistent brand language, even the process for interaction design was to fit. Stripping out all extraneous detail was the result of countless iterations, culminating in an interaction system that was modular and allowed for the linkage from product to experience from virtually any piece of content. The column system is used throughout the user interface, from navigation to content, this discipline allows the experience to be visually simple and still functional.

Focus
Concept Development, Design Iterations, Prototyping

Key results

Design system
Tobi's first internal Design Language System. Introduced new design principles and practices for the entire company, guide customer experience of brand online.

Shipped the new Tobi.com in 6 months
A re-imagined, customer-journey centric experience that helps customers not only convert better, but also browse better, increasing retention rates and overall shopping satisfaction on Tobi.com​​​​​​.

www.tobi.com