Nicole, Nicole, Nicole...
F&F is a global brand with over 2,100 stores in 26 countries. Draw supports the F&F website for the Hungarian, Polish, Czech and Slovakian markets to engage, inspire and provide information for current and prospective F&F customers.
Due to the nature of the site, editorial content is crucial as the site needs to be engaging as well as informative. The user experience is vitally important but not every site visitor can be treated the same; some people might want to browse through product pages or articles for outfit inspiration, while others might be looking for quick answers and a simple store locator search. The site gradually reached a point where similar types of siloed content pages were located in different areas of the site without a logical and seamless user journey as people are engaging with the brand.
The challenge was to design content pages specifically for the online audience, encourage people to engage with the brand and organise the site without overlapping content, offering the best overall experience for the customer.