.zoom {
transition: transform .3s;
width: 200px;
height: 200px;
}
.zoom:hover {
transform: scale(1.1);
}
.shimmer-text {
background: linear-gradient(
90deg,
rgba(255,255,255,0.35) 0%,
rgba(255,255,255,0.7) 40%,
rgba(255,255,255,0.99) 50%,
rgba(255,255,255,0.7) 60%,
rgba(255,255,255,0.35) 100%
);
background-size: 200% auto;
-webkit-background-clip: text;
-webkit-text-fill-color: transparent;
background-clip: text;
animation: shimmer-pass 13s ease-in-out infinite;
animation-delay: 0.5s;
}
@keyframes shimmer-pass {
0% { background-position: 150% center; }
35% { background-position: -50% center; }
100% { background-position: -50% center; }
}
004
About Us Page Redesign
Narrative UX · Brand Storytelling · Conversion Architecture
WCONCEPT
From Static Page to Living Brand Experience
"By transforming a minimal, static page into a dynamic storytelling hub, we established WMUSE as a community differentiator and created a functional entry point into W CONCEPT's digital ecosystem."
Overview:
As part of W CONCEPT's rebranding and new web/app launch, I redesigned the underperforming "About Us" page — transforming a minimal, static page into a dynamic storytelling hub. The project highlighted WMUSE (W CONCEPT's fashion community), encouraged app downloads, and guided users toward curated highlight pages within the platform.
Role & Contributions:
· UX Research
· Wireframes
· UI/UX Design
· Prototyping
A. Problem
Diagnosing What the Page Was Missing
(Previous)
(Previous)
(Previous)
A Page That Didn't Say Who W CONCEPT Was
The existing page was overly minimal — limited to basic company info, with no clear brand narrative, no community presence, and no engaging calls-to-action. It failed to communicate W CONCEPT's identity and offered little incentive for users to further explore or engage with the platform.
a.
Action
Audited the existing page against competitor About Us pages, identifying gaps in brand storytelling, community features, and conversion elements.
b.
Impact
Confirmed that the page had zero narrative hooks, no community entry points, and no clear CTA hierarchy — making it a missed conversion opportunity at a critical brand touchpoint.
Action
Audited the existing page against competitor About Us pages, identifying gaps in brand storytelling, community features, and conversion elements.
Impact
Confirmed that the page had zero narrative hooks, no community entry points, and no clear CTA hierarchy — making it a missed conversion opportunity at a critical brand touchpoint.
B. Goals- Communicate W CONCEPT’s brand story and culture more effectively
- Establish WMUSE as a core community differentiator
- Encourage app downloads as part of the new platform launch
- Provide clear pathways to curated highlight pages
- Align the experience with the overall rebranding effort
C. Process
a.
Research & Analysis
Analyzed competitor About Us pages and identified best practices for storytelling, community features, and conversion elements.
b.
Content Strategy & Information Architecture
Structured the page around brand narrative, WMUSE community, and clear CTAs (app download, highlight pages) to create a cohesive flow.
c.
Wireframing & UI Design
Designed modular sections in Figma, iterating on layouts to balance rich content with visual engagement.
d.
Prototyping & CollaborationBuilt interactive prototypes and collaborated with developers to ensure smooth integration into the new BO platform.
D. OutcomeDelivered a long-form, content-rich page that strengthens brand identity, elevates community visibility, and supports user conversion. The design remains live today, serving as both a narrative touchpoint and a functional entry into W CONCEPT’s digital ecosystem.