PASSÉ STUDIOS
The company I created the website for is called Passé Studios. It is a streetwear brand that focuses on creating timeless and quality pieces that will never go out of style. This was a capstone project for Designlab and overlapped as a real client project that will be launched in fall of 2025.
Responsive Web Design
Web design | UX/UI design
Figma, Squarespace
4 weeks
The Research
The client wanted a website as unique as the brand. Over the course of multiple meetings, we discussed exactly what kind of vibe we wanted to achieve. The word “passé” means outdated and behind the times, but the brand believes style has no period. This juxtaposition of ideas lead me to incorporate the distortion and chaotic elements in the website. Their logo, which is a caterpillar, brought fun ideas about metamorphosis which I wanted to emphasize into their About page.
Methods used:
Competitor Analysis | User Interviews
Competitor Analysis
I analyzed the websites of several popular streetwear companies that the client wanted to take inspiration from. The main components of the website I took notes on were the home page, layout of the product page, and navigation.
User Interviews
I conducted interviews with five random people that follow Passe Studios on Instagram. It is a faceless account with no posts so interviewees did not have any preface to what the products look like, just expressed an interest in the brand.
Their responses were organized into an affinity map to identify recurring challenges. Recurring themes were sizing information, drop alerts, and the importance of a mobile site.
Persona
I constructed a persona profile to reference throughout the design process. This helped to ensure that the product resonated with the needs, goals, frustrations, and pain points. Since it is a streetwear brand, the target audience is someone in their 20’s or early 30’s that likes to keep up with current trends and leads an active lifestyle.
The Design
Mood Board
The following was a collage that the client already had that gave me a reference to take inspiration from:
To me, this was giving: URBAN, CASUAL, CITY LIFE
Information Architecture
I planned out and organized the features into a sitemap before starting the wireframes. Although the site was built on Squarespace and some pages were preset for e-commerce, I wanted to make sure key features were not missed.
Wireframing
I started by sketching out how I generally wanted to lay down the website. Certain design decisions such as the direction of the site navigation were things I ran by the client so edits were made along the way.
Low Fidelity Wireframes for Desktop
Low Fidelity Wireframes for Mobile
Usability Testing
There were 4 participants recruited for user tests and had them complete 2 task flows of creating an account and checking out with a product. Success metrics were that users were able to complete both tasks within a reasonable amount of time with little to no errors.
Results
100% of users completed the tasks with no errors
Users reported ease of use and and loved the branding
Some feedback was given about the text visibility against the video on the home page
Final Results
Home to Checkout
About page
Conclusion
This was one of my favorite projects because the brand owner is a close person to my heart and we are both proud of what we created together. Getting to bring another creative’s vision to life was such a fun experience! Because the clothing line is not for sale yet, the full website is not live but Passé Studios is expected to launch their first product in Fall 2025.