REINVENTING ZARIZAR
ZARIZAR
Project Brief
ZariZar, an Indian luxury brand specializing in hand-woven shawls and a curated collection of minerals, seeks to expand into the US market. With a commitment to preserving traditional craftsmanship and empowering rural women, ZariZar aims to achieve financial independence for artisans. The project encompasses a comprehensive strategy, including a brand revamp, redesigned website, new product offerings, go-to-market strategies, market insights, and supply chain optimization.
UI/UX Design
Rebrand
Figma
Photoshop
Problem
ZariZar faces the challenge of making its products, Indian shawls, attractive to the US market, where this type of product may not be commonly worn. Additionally, the high price points of their products are inconsistent with the existing branding and website, which fails to convey a sense of luxury. This creates a dual challenge for ZariZar in connecting with potential customers and establishing a foothold in the US market.
Solution
To address ZariZar's challenge, our strategy involves a modern brand revamp and a redesigned website that communicates luxury and sophistication. We are introducing new product offerings to better align with US market preferences while preserving traditional craftsmanship. In-person events will also be strategically used to generate attention and boost sales. This comprehensive approach aims to establish ZariZar as a recognizable and esteemed brand in the US, seamlessly bridging the gap between traditional craftsmanship and contemporary tastes.
My Process
RESEARCH & DISCOVER
DEFINE & SYNTHESIZE
IDEATE & DESIGN
RESEARCH & DISCOVER
Sales Performance Analysis:
Overall Performance
Over a timespan of 2 years, the total sales reported was $39,043, of which nearly half was contributed by the sales of minerals. This suggests great room for improvement for the sale of shawls.
Price Point
The sales data by item shows that customers are more willing to purchase products at a lower price point, including shawls that are priced at $350 and $550 as well as minerals.
Competitive Analysis:
Through a comprehensive analysis of eight direct competitors and eight indirect luxury competitors, we gained valuable insights into the current landscape, highlighting both successful strategies and areas of opportunity for Zarizar's strategic revamp:
Diversification of product offerings to attract a wider audience and increase market share.
Incorporation of luxurious and modern design elements into the brand image, contributing to a more contemporary appeal.
Implementation of seamless website experiences, featuring user-friendly interfaces, intuitive navigation, and secure, efficient checkout processes.
Effective highlighting of traditional craftsmanship, materials, and cultural heritage in product marketing.
User Interviews:
During our project, we conducted six expert interviews that played a crucial role in shaping our final strategy and designs. Insights from these conversations included:
ZariZar's current branding and website lack a perceived sense of luxury, failing to justify the price point
Existing products do not align with Western style preferences, highlighting the need for strategic adjustments to align with the target market
Recommendations include expanding product offerings to appeal to diverse demographics.
Superior product quality, coupled with compelling narratives, ethics, and sustainability, is emphasized.
Emphasis should be placed on superior product quality, compelling narratives, ethical practices, and a commitment to sustainability.
"The website doesn’t convey luxury"
Saadia Zahid
Creative Strategist and Cultural Event Producer
"The fabric is beautiful, if it was a another product it would be more appealing"
Jefferey Madoff
Fashion Designer and Film Producer
"Start with the product"
Scott Woodward
Senior global marketing and creative executive
DEFINE & SYNTHESIZE
User Personas:
We defined two distinct audience group profiles to represent different user types and to ensure every design decision remains aligned with the user's perspective.
Persona A
Persona B
Site Map:
Based on previous insights, I built a site map to illustrate the apps navigation structure and to determine key screens to be designed.
IDEATE & DESIGN
New Product Offerings:
In response to market insights, I created new product offerings such as home decor, men's accessories, and women's accessories to better cater to the US market, all offered at a more affordable price point.
Logo and Brand Redesign:
Zarizar's former logo had scalability issues and felt outdated. The updated logo now exudes a modern, luxurious vibe, aligning better with our product quality and justifying the price point for customers.
Website Redesign:
In tandem with the introduction of new product offerings and the rebrand, I redesigned the Zarizar website. The updated platform radiates luxury, effectively highlighting the superior quality of materials and craftsmanship, while prominently featuring the stories of our skilled artisans.
PAGES
UI ELEMENTS
Navigation Bar
Footer
Input Fields
Icons
Adjust Buttons
Buttons
