Responsive design–especially in the online commerce world–was still a fairly new concept to clients and many came in with little knowledge of what it meant and how it could boost their sales and customer reach. For this project in particular my team and I spent many conversations discussing the benefits of allowing customers to access and show an online store right from their mobile devices or tablets. Once we got to the high fidelity comp stage, they began to understand not only the benefits but the challenges of building product or project detail pages that included hundreds of customization options. It was a challenge, and I was up for it!
Wilton is known for providing detailed baking and decorating instructions for customers to be able to create professional-level confectionary feats in their own homes. Their new site needed to include an expansive library of projects that included all the necessary supplies a baker would need to create the project. The pages also needed to allow consumers to customize the prescribed ingredients to whatever color or flavor they desired. This client request resulted in probably the most complex project detail page I designed over the course of four years at the consulting agency!
I always say that the most fun part of any design project is creating custom icons, and this project was no exception! (This aspect of the project was also such a nice mental respite from the complexity of designing the project detail pages.) The icons needed to be, per the client's request, creative, approachable and fun–just like the Wilton brand voice.
