Concept design

I've seen a lot of concept redesigns recently and while many are visually stunning with elaborate transitions and animations, few seem to assess real content structure solutions. These redesigns sometimes forget that the user may feel uncomfortable when a site structure is changed beyond recognition from the site they have visited and trusted for years. I believe the true art of UI design is impressing visually whilst backing up with analysis, reason and solid solutions.

I wanted to test out a redesign of a site I have always used and loved as a bit of a personal project and practice. Asos has a vast amount of content but as a fashion site still needs to be visually interesting and aesthetically engaging. My aim was to keep the general frame very similar (header, style, colours, fonts etc) while modernising and setting an overall theme.

Focusing on an area featuring direct access to new products from the homepage and also simplifying the product listings and filters. I went for a responsive 12 column layout with this design and an infinite scrolling functionality on the product page.

It's the little things that count.

Filters functionality in detail