Platinum Shop - A luxury online store from Amman
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Car and jet rentals, rare plate numbers and luxury goods in one store.
Platinum Shop
E-commerce website, 2016
About the project
Platinum Shop started as Platinum Numbers, a car plate exhibition that opened in Amman in 2013. By 2015 it was well known in Jordan, and the owner wanted an online store for luxury rentals, rare numbers and luxury goods. From March 2016 to May 2017 we ran the UX work, wrote a brand personality guide, designed the site for desktop, iPad and mobile, and built it with a CMS.
Project
Platinum Shop Website
Industry
Luxury E-commerce
Location
Amman, Jordan
Date
2016-2017
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Client Request
Platinum Shop wanted one online store for luxury rentals, distinctive car and mobile numbers and luxury items, for clients across the Arab world.
Platinum Shop
Website proposal, March 2016
Design Pillars
Core UX Principles
Rentals, Numbers and Items each have their own menu and share one cart, wishlist and checkout.
Traditional colors for an upscale brand, so the photos of cars, jets and watches lead each page.
Each page type has a desktop, iPad and mobile layout.
Discovery
What We Worked Out Before the Screens
A Ruler Brand
Our brand personality guide placed Platinum Shop as a Ruler archetype: traditional, upscale and professional.
User Stories
We wrote user stories and drew flowcharts for tasks such as selling your own item or requesting a number.
19 Page Types
Wireframes covered every page type, from home and search to checkout, rentals, numbers, blog and careers.
The Challenge
Problem Statement
The Main Goal: Sell Rare Things Online
Platinum Shop sells very different things: cars by the day, private jets by destination, and plate numbers, watches and gold as single purchases. Each needed its own page type and buying flow, and the whole site still had to feel like one upscale brand for shoppers in Jordan and the UAE.
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Not just a store, a story.
Platinum Shop Slogan
Brand personality guide, 2016
Our Approach
Solution
One Store for Rentals, Numbers and Items
UX research, a brand personality guide, wireframes, UI for desktop, iPad and mobile, a UI style guide, a partner panel, emails in English and Arabic, and the built site with its CMS. It is an example of our Website Design work.
01 - Rentals
Luxury cars with or without a driver, private jets with empty legs, yachts and royal suites, each with filters.
02 - Numbers
Car plate and mobile numbers, with a preview that shows the number on a car or a phone.
03 - Items and Checkout
Watches, gold and collectibles, a wishlist, and a checkout in three steps for account details, payment and the order.
Before & After
The Blueprint & Evolution
Design to Built Page
We designed the home page in September 2016 and had the coded page running by March 2017.
Before: the home page design, September 2016.
After: the built home page, March 2017.
Design
Key Features
Best Numbers in Jordan
The home page shows plate numbers on cars in front of Petra, with a link to each number.
A Panel for Rental Partners
Car rental partners list their cars and mark the dates each car is available or booked.
Design System
Visual Identity
Typography
Lato in light and medium, with 18 pt headings, 16 pt subheadings and 14 or 12 pt body text.
Color Palette
Burgundy #7E1F2D and near black #221F1F, with a mid grey and off-white #F6F4F1.
UI Style Guide
A December 2016 sheet of icons, colors and font sizes for the team that built the site.
Impact
From Wireframes to a Working Store
Results for Platinum Shop
By April 2017 the store ran on a staging server with its CMS, and it went through QA testing in May 2017.
Platinum Shop
Result
By the Numbers
3 Stores
Rentals, Numbers and Items under one brand.
19 Page Types
Wireframed from home and search to checkout and careers.
3 Screen Sizes
Desktop, iPad and mobile designs.
Process
From User Stories to Screens
Flows Before Layouts
We started with a brand personality guide and user stories, then drew flowcharts for tasks such as selling an item. Wireframes for 19 page types followed in August 2016 and were revised in October and November. You can see some of the results below.
Final Showcase
The Platinum Shop Website
