Hulaaloop is a fast-growing subscription service for children's clothing. In collaboration with Wehkamp, they offer clothing packages for young children, which are then delivered to your doorstep. When your baby’s favorite outfit is getting too small, you can easily swap for a bigger size. For the relaunch of the Hulaaloop brand I designed a fresh website, with a new digital identity.
The challenge
As a fast growing brand, Hulaaloop needed a new website for their relaunch. The marketing department of Wehkamp already presented a few brand concepts but the final design direction was yet to be decided. There was a tight deadline for the (re)launch of the site and an even tighter budget. Furthermore, users should be smoothly redirected to a system for managing orders and subscriptions.
The solution
A website for both desktop and mobile, where (new) customers can easily subscribe for a Hulaaloop clothing package. The main goal for the website was to direct users to sign up for a subscription. In order to achieve this goal, it was important to provide the right information and motives to do so.
Approach
The first step I had to take was to frame the scope of the project. Given the tight budget, choices had to be made regarding the size of the site. Ideally, the site would consist of several pages and the ordering system for the clothing packages would be integrated into the website. A first draft was even included in the design. Unfortunately, we had to choose to omit this in the first phase.
First drafts for the check-out page that did not got implemented in the first phase.
Website layout
Based on our advice, the client agreed that for now a one-pager would be sufficient. I did a bit of research about the ideal page layout for a one-page product website. The goal was to make it easy for new users to subscribe and also provide them the right information about Hulaaloop’s services. Therefore, I came up with the following structure including plenty of CTA’s for subscribing, following almost every section.
Now, with the website in the form of a one-pager, I opted for an anchor-navigation menu. This way the user can easily navigate the website and the most important sections are immediately visible.
Digital branding
In collaboration with Wehkamp, some direction had already been taken regarding digital branding, but nothing was definitive yet. After a short meeting in which the customer's wishes were expressed, I used one of the existing concepts as a starting point for the current design.
I presented two concepts and ultimately used elements from both concepts to come to the current design. And although the website focuses on children's clothing, I have strived for a good balance of a playful, childlike appearance without sacrificing professionalism. After all, it is the parents who are ultimately Hulaaloops customers.
The two concepts I presented based on the input of both Hulaaloop and the already existing wehkamp concepts.
The future of Hulaaloop
With phase one completed Hulaaloop is ready for their kickstart. The next step for Hulaaloop is building their online presence and work on their visibility. In phase two the subscription flow can then be examined. This way, hulaloop can slowly expand its services with children's shoes and winter coats.