Web Experience for Poetic

Interaction Design


Turning Challenges into Opportunities: Reshaping Poetics' Online Presence

Enhancing Brand Identity and Boosting Sales. At Analogy, we thrive on transforming challenges into opportunities, and Poetic Cases presented us with an exhilarating task: to redefine their brand identity and craft an immersive online shopping experience. As a tech-inspired protective case brand based in San Francisco, Poetic Cases boasts a diverse range of products available exclusively online.
Our mission was clear: to rejuvenate their website and online storefront to reflect the innovation and quality synonymous with their offerings.
The crux of our challenge lay in the extensive array of SKUs and the absence of cohesive portfolios or collections to showcase each product's unique features and benefits effectively. Leveraging our expertise in design and digital strategy, we embarked on a journey to create a dynamic platform that not only streamlined the browsing experience but also captivated and informed visitors from the moment they landed on the site. Through design and strategic content placement, we curated an online space that not only showcased Poetic Cases' extensive product range but also highlighted the unparalleled protection and style they offer.

Identifying The User-base

Our approach to understanding Poetic Cases' customer base was thorough and insightful. We initiated a comprehensive research process, engaging approximately 200 existing customers in candid discussions about their preferences, experiences, and purchasing behaviours.
This deep dive into buyer personas allowed us to discern distinct user categories and their corresponding habits, providing invaluable insights for enhancing the online shopping experience.
Among the identified user segments, the e-commerce consumer emerged as a discerning individual, well-versed in online shopping dynamics and particular about product details such as colour, appearance, and reviews. Conversely, we recognized the crucial role of backend admins, responsible for maintaining product information and website functionality to ensure Poetic's brand integrity.
Employing surveys as our primary tool, we gathered data on user behaviours, distinguishing between new and returning visitors to tailor the website's interface and content presentation. This user-centric approach was instrumental in crafting a seamless journey for visitors, from browsing to purchase decision, fostering a sense of familiarity and trust in Poetic's offerings.
Central to our research methodology was behaviour mapping, a process that allowed us to guide users progressively through their interaction with the website, nurturing their understanding and appreciation of Poetic's product range. By analysing user feedback and behaviour patterns, we identified key factors shaping the online experience, serving as the foundation for optimising website functionality, interface design, and overall performance.
Through our rigorous research process, we equipped Poetic Cases with a nuanced understanding of their customer base, empowering them to deliver a tailored and delightful online shopping journey.

Mapping out the Online Experience

At Analogy, tackling the challenges posed by Poetic Cases' extensive product range and evolving business model required a strategic and holistic approach. Our first step was to devise a comprehensive product architecture for the website, ensuring that all of Poetic's SKUs were effectively showcased through a dynamic mega menu design.
Recognising the need for flexibility due to the company's quarterly product releases, we implemented modular sections that could be easily updated with new imagery and video content. By mapping out user interactions and collaborating closely between design and development teams, we ensured seamless integration and optimal user experience.
Upon assessing the existing website, we identified a critical gap in communicating Poetic's dedication to product design and development. To address this, we prioritised highlighting the brand's unique attributes through visually engaging elements that resonate with consumers. This approach not only showcased Poetic's products but also conveyed the passion and effort behind their creation, fostering deeper connections with customers.
Understanding how users navigate the eCommerce portal was paramount to our design process. We meticulously crafted navigation elements to anticipate diverse user interactions, laying the foundation for an intuitive browsing experience. Transitioning to high-fidelity wireframes, we validated user flows and identified optimal navigation options to streamline the customer journey further. This iterative approach enabled us to optimize usability and ensure that customers could effortlessly discover products and information.

Fusing Culture and latest Technology

An E-Commerce Platform That Represents The Brand Values Of Poetic With a hassle-free Shopping Experience. Poetic Cases stands out in the competitive market of tech-inspired protective cases through a harmonious blend of design, cultural inspiration, and brand ethos.
Rooted in the vibrant culture of San Francisco, Poetic's cases are meticulously crafted to embody the essence of the city's diverse attributes, colours, and visual motifs. This unique approach not only sets it apart from its competitors but also fosters a deep connection with its customer base, who resonate with the spirit of San Francisco encapsulated in every product.
At the heart of Poetic's identity lies its tagline, "Love from SF," which serves as a testament to the brand's unwavering commitment to its roots and loyal customers. By conceptualising and designing products in San Francisco, Poetic infuses each case with a sense of authenticity and local pride, resonating with consumers who appreciate the brand's cultural heritage and authenticity.
Central to the brand’s success is its attention to detail and commitment to consistency across all touchpoints. Through the creation of a comprehensive style guide, the brand ensures that every visual element, from colour palette to typography, reflects Poetic’s messaging and values. This approach not only reinforces brand identity but also fosters trust and recognition among customers, who can rely on Poetic for products that consistently meet their expectations.
One of the key differentiators is its bold and vibrant visual identity, characterised by a striking orange colour scheme set against a contrasting dark background. This design choice not only catches the eye but also communicates Poetic's energetic and dynamic brand personality. By seamlessly integrating these visual elements throughout the website, it creates a cohesive and immersive user experience that leaves a lasting impression on visitors.
Ultimately, Poetic's unique selling points lie in its ability to seamlessly blend design, cultural inspiration, and brand values into a compelling and memorable brand identity.

Definitely the Details

Throughout the browsing and selection process, the user experience remains consistent and intuitive, ensuring that users feel empowered and supported in their decision-making journey. Whether it's through detailed product descriptions, vibrant imagery, or user-friendly navigation, every element of the user experience is thoughtfully crafted to enhance engagement and satisfaction.
From the moment users engage with the Poetic website, they encounter an interface designed to facilitate informed decision-making and effortless navigation. As they explore the diverse array of tech-inspired protective cases, the user experience assumes the role of a trusted advisor, guiding them through the extensive product range with clarity and purpose. Each interaction is characterised by a sense of familiarity and reliability, fostering a connection that goes beyond mere utility.
As they proceed to checkout, the user experience evolves into a seamless transaction process, characterised by efficiency and professionalism. Clear communication and streamlined workflows ensure that users feel confident and reassured throughout the purchasing journey, culminating in a sense of satisfaction and fulfilment upon completion.

Fostering Collaboration with Iterative Design

Bringing Poetic Cases to life involved a process of iterative design and collaboration to ensure alignment with overarching business and experience objectives. We commenced by crafting low-fidelity wireframes on paper, providing a tangible starting point for initial discussions and feedback.
This approach facilitated rapid iteration, enabling us to swiftly refine concepts and validate design decisions against engineering requirements.
Once consensus was reached on a selection of wireframes, we transitioned to digital tools to develop comprehensive high-fidelity wireframes. These digital prototypes served as detailed blueprints for the user experience, capturing the intricacies of interface design and functionality. Crucially, each iteration was subjected to client scrutiny, allowing for iterative refinement based on invaluable feedback.
By embracing this iterative approach, we were able to refine the user experience iteratively, addressing potential issues and ensuring alignment with Poetic Cases' overarching goals. This collaborative process not only enhanced the clarity and effectiveness of the user interface but also fostered a sense of ownership and partnership between our team and the client.

Empowering Agility: Poetic Pioneers Flexibility in Online Presence

The Poetic project epitomises the transformative power of strategic design and collaboration in shaping brand identity and enhancing user experience. By redefining Poetic Cases' online presence, we not only revitalised their brand image but also significantly amplified their impact in the competitive landscape of tech-inspired protective cases.
Through meticulous attention to detail and a deep understanding of user personas, we crafted a dynamic online storefront that seamlessly showcases Poetic's extensive product range while embodying the essence of San Francisco's vibrant culture. This strategic approach not only resonates with Poetic's target audience but also fosters a sense of authenticity and connection, driving brand loyalty and customer engagement.
Moreover, by implementing modular design elements and iterative development processes, we ensured flexibility and scalability to accommodate Poetic's evolving business model and product releases. This adaptability not only future-proofs the website but also empowers Poetic to stay agile and responsive to market demands.


  • Packaging Design
  • UI/UX Design
  • Branding
  • Product Strategy
  • Prototyping
  • Style Guide





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