Blush DLS for Purplle.com

The brief outlines the key considerations for creating a design language system for a beauty product web app, whether redesigning an existing design or reducing design debt. The steps include understanding the target audience, defining the brand personality, conducting a design audit, creating a redesign plan, choosing typography, developing a design system, ensuring accessibility, and testing and iterating the new design with users. The target audience is primarily women aged 18-35 who are tech-savvy and comfortable with online shopping.

The brand aims to be vibrant, youthful, and approachable with a primary color of purple and complementary pastel shades of pink, beige.The typography should be legible, modern, and versatile. A design system consisting of reusable components should align with the brand personality, color palette, and typography.

Lack of Brand Personality: The product lacks a distinctive and memorable brand identity, making it less appealing to the target audience.
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‍Design Debt: There are inconsistencies in typography, colors, and banners, which hinder the maintenance of a cohesive brand image and can confuse users.
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‍Absence of a Design System: The lack of a standardized design system results in inconsistent design elements, making it difficult to create new designs efficiently and leading to additional design debt over time.
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‍Accessibility Issues: The product is not fully accessible, potentially excluding some users from effectively using the product and its features.
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‍Scalability Challenges: The product is not optimized for scalability, lacks reusable components, and is inefficient in design processes, which complicates expansion and contributes to further design debt.

Catering to Tier 2 & Tier 3 Users: Ensuring the web app is accessible and functional for users in tier 2 and tier 3 cities who often browse on low-end mobile phones. This includes optimising performance and design for limited hardware capabilities.

‍Maintaining Design Continuity: Striking a balance between refreshing the design language and not deviating too drastically from existing designs. This helps maintain familiarity and continuity for existing users.

‍Adhering to Brand Requirements: Purplle, as a marketplace, often needs to comply with the branding requirements of various brands. This limitation means that the web app cannot have a completely unique brand tone for banners and other elements, as it must accommodate the diverse branding needs of partner brands.

Brand Refresh and Improved Accessibility: Incorporating new branding and redefining brand colors with an improved contrast ratio to refresh the design language, making it more accessible and inclusive.
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‍Defined Brand Personality: Establishing a clear brand personality to build trust and credibility among users, fostering brand loyalty.
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‍Enhanced Typography: Selecting appropriate typography, with a serif font for titles and headings and sans-serif fonts for body copy, to enhance readability, elegance, and hierarchy in design.
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‍Reducing Design Debt: Improving banner guidelines to be scalable and adaptable, and developing a design system with scalable components to make the design process more efficient and maintain consistency.
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‍Ensuring Accessibility: Prioritizing accessibility in the design language system to improve the user experience for all users and make the design more inclusive.