The Goal

The primary goal for this project was to create a modern, user-friendly website for The Merch, a local screen printing shop based in Carrboro, NC. The website needed to be simple, efficient, and aligned with their unique aesthetic and branding. Since their target audience isn't using the site for online shopping, but rather for gathering information about services, the design had to prioritize clarity and ease of navigation. To achieve these goals, I focused on two main areas:

• Complexity: Simplifying the website design, using minimal colors, and ensuring the layout was clean and visually appealing.
• Accessibility: Streamlining the website's necessary pages in the header for quick access, making it easy for users to find information in one place.

User-Centered Design Approach

One of the key focuses of this project was ensuring that the website provided a seamless experience for all users, regardless of the device they were using. I ensured the website was:

• Responsive: Adaptable for mobile, tablet, and desktop viewing, with layouts that adjusted to different screen sizes without losing functionality or aesthetic appeal.
• Accessible: Included features like clear navigation, alt text for all images, appropriate contrast ratios, and font sizes that are easy to read, ensuring the site is accessible to users with disabilities.

Client Collaboration

The redesign process involved constant collaboration with The Merch team. Through multiple in-person visits and feedback sessions, I was able to capture their brand's essence and incorporate their vision into the final product. The collaboration included:

• Regular design reviews.
• Adjustments based on the team’s evolving ideas and feedback.
• Continuous updates to ensure their vision was reflected in the site design, both aesthetically and functionally.

Performance Optimizations

To enhance the website’s performance, I implemented several technical optimizations:

• Image Compression: Reduced file sizes for faster loading without sacrificing image quality.
• Clean Code: Used semantic HTML and CSS to ensure a streamlined and efficient structure, improving the site’s overall performance and maintainability.

Brand Identity

The new website design was built to reflect The Merch’s unique identity and their connection to the local skateboard culture in Carrboro and Chapel Hill. Here’s how I integrated their branding:

• Visual Identity: Created a cohesive color palette and design language that reflects the brand's roots. I used a blend of industrial and modern aesthetics to capture the spirit of The Merch.
• Showcasing Collaborations: Highlighted their collaborations with local businesses, ensuring the site not only represented their brand but also their community ties.

SEO and Discoverability

While the main objective was to ensure ease of use, I also worked on increasing the website's visibility through basic SEO strategies:

• Structured Data: Implemented schema markup where appropriate to ensure the site appears in local business searches.
• Keywords: Integrated relevant keywords related to The Merch's services, such as “screen printing in Carrboro,” to improve the site's discoverability by potential clients.

VIEW THE OLD MERCH WEBSITE HERE!