I love loft app

scope of work: Creative Direction | UX / UI Design | Branding

technology: figma | photoshop | illustrator

launch of the roc design series

Since the launch of the unique ROC DESIGN loft system series in 2018, I proposed an overall design enhancement after a few years. This also led to revisiting the initial idea of developing a mobile app that provides a unique platform for searching and purchasing the most sought-after door system designs. A key concept behind the app was to enable users to take a sample of their interior and, in real-time, find the product that best suited their space. This feature I called 'Virtual Preview’.

The initial idea, based on the product Visual Communication in 2018:

Refreshed App version, on which the final product design was based:

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project overview

Offering a diverse and unique selection, I LOVE LOFT inspires users with loft interior ideas while simplifying the journey from browsing to buying. Whether you’re a professional designer or a design enthusiast, the app provides tailored solutions for your loft space. From AR-powered visualizations to a curated style guide, ROC DESIGN delights with inventive and sophisticated tools that meet the highest quality expectations. Intuitive, stylish, and functional – your ideal loft interior is just a tap away.

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workflow

1. Defining the Problem

Core Challenge:

• Difficulty finding a visually engaging and comprehensive platform for product discovery.
• Limited knowledge on how these fittings complement loft-style interiors.
• Frustrations with non-intuitive or overly complex online shopping platforms.

User Pain Points:

• Lack of inspiration for incorporating fittings into personalized designs.
• Inability to visualize products in their own spaces.
• Difficulty in filtering or customizing products to match specific needs.

2. project goals

Primary Objective: To create an app that simplifies the discovery, education, and purchasing process for loft door fittings, while inspiring users with curated design ideas.

Secondary Objective:

• Develop a visually striking and intuitive interface.
• Provide educational content to guide users on loft interior design.
• Include customization options for fittings (size, finish, material).
• Cater to design-savvy, quality-conscious users.

3. Research & Insights

User Research:

• Conducted interviews with interior designers, loft apartment owners, and home improvement enthusiasts.
• I used surveys to gauge user expectations for product variety, customization, and usability.

Competitive Analysis:

• Examined apps like Houzz or Pinterest for inspiration and identify gaps in product-focused solutions.
• Studied e-commerce platforms to understand best practices for product visualization and customization.

Product Insights:

• It’s crucial to work closely with the product team to highlight key differentiators, such as unique materials, craftsmanship, and installation options.

4. Design Workflow

Step 1: Ideation & Conceptualization

• I defined user personas: Here are Sophia and Jake, including their goals, pain points, challenges, and motivations, tailored for their roles as potential users of the I Love Loft App:

• Defined Customer Journey for the I Love Loft App, emphasizing the Virtual Preview feature as a core element to engage users early in their exploration process:

1. Loading → Home → Try Virtual Preview → View Product Page → Basket
2. Alternate: Loading → Home → Explore Product Collection → Select Product → Virtual Preview (Optional) → Basket

Step 2: Wireframing & Prototyping

• I created low-fidelity wireframes featuring crucial parts of the App: ,

• Loading screen and Homepage, with direct link to main feature – Virtual Preview + Collection overview
• Basic screen of Virtual Preview + the screen with the possibility of adding chosing scecific product variant for visualisation

• My Project Section, which would allow to store chosen design views

• The Basket / Checkout Process pages focused on clarity and simplicity
• Settings Page which would store all data valuable for the user, including shopping lists, saved projects, community hub, etc.

Step 3: visual design