Halal; is an Arabic word that translates to "permissible" in English. "Halal Squad" shows a lifestyle where people have fun more healthily. I aimed to create a strong brand image for "Halal Squad" to tell its story to more audiences.
March 7th - March 24th 2021
Designer, Product Manager, Business Consultant
Ebraheim Salem & Abdullah Salem (Company owners)
Salem is a well-established restaurant and grocery market in Pittsburgh. It an extensive local fan base, and customers enjoy their friendly service. The business is now opening the new clothing brand “Halal Squad”. The owner aims to start selling the clothing line in two month, but he is overwhelmed by the amount of work needed to be done, and does not know where to start.
1. The quality of products is not consistent. Some design look unfinished.
2. The layout of the "Halal Squad" website is messy. It is hard to find items, which increases customer drop-out rate.
3. "Halal Squad" lacks social media presence. There is no marketing online, which may leads to poor sales.
1. Make sure all products are equitable.
2. Make the website more intuitive and easy to use.
3. Improve the online presense of "Halal Squad".
1. Improve the current design following the existing visual system. Make sure all products are desirable by conducting surveys.
2. Improve customer satisfaction of using the website by redesigning the information structure of the current website, make sure it is easy to find items.
3. Build Facebook, Instagram, and Youtube accout for Halal Squad.
The three words that best describe Halal Squad are: urban, bold, and vibrant. With these three words in mind, I gathered some reference photos for inspiration.
I use Blanka font for clothing design. Then, I use Crimson font regular and Montserrat semi-bold font for website building. Blanka font fits well with the urban, bold image of the brand. I choose Crimson and Montserrat for the website because they are highly readable: 90% of our users use mobile devicec when purchasing. Therefore we need to make sure the website is highly readable on phones.
The brand has two main collections: Halal Squad & KeepItHalal. I put the two collections in slide shows on the landing page, so users can go straight to shopping. I conducted one round of user testing, and users reported they can easily find items with the new wireframes.
See the full website here
Working for Halal Squad allows me to become my product manager. I am not only responsible for the design, but I am also responsible for market-sizing, organization of my schedule and goals. Besides, I was able to practice my communication skills by talking to multiple stakeholders.
Julie Zhuo, VP of Product Design at Facebook, describes the
design career path in three steps. Step one craft & execution; Step two, product thinking; Step three, influencing skills. Working for Halal Squad allows me to move beyond crafting graphic and web design on to thinking how can I use design thinking in the most impactful ways.
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