pfi-web-redesign

ACKNOWLEDGEMENTS
I would like to acknowledge Prema Florence Isaac (Founder
and Creative Director) and Al Majumdar (Administrative
and Marketing Head), my industry mentors, under whose
guidance I completed my Graduation Project. I am thankful
for all the guidance and assistance provided by Vanita akka
at the atelier, and Sumathi akka at the boutique during the
course of my internship. I am also thankful to other fellow
interns - Agreya Gandhi (Fashion Communication, NIFT,
Gandhinagar), Vikas Chauhan (Fashion Communication, NIFT
Kharghar), and Shilpa (NID, Gandhinagar) - working alongside
whom I shaped this project.
I would like to express my sincere gratitude to MIT Institute
of Design, Pune for presenting us students with an
opportunity to have practical experience in the industry.
I am very grateful to Dr. Sugandha Gaur (Graphic Design
HOD), Prof. Rajendra Thakre (Graphic Design Faculty Mentor)
and Prof. Bipin Daftardar (UI/UX Mentor) for providing their
support and pedagogical guidance throughout.
Lastly, I would like to extend my love to my family members
and friends who have supported me emotionally throughout
the term of my internship.

INTRODUCTION
The aim of this internship is to produce a Graduation Project
for the final semester of Graphic Design at MAEER’s MIT
Institute of Design, Pune.
During the course of my internship at PremaFlorenceIsaac
atelier, I worked with the marketing department towards
expanding the brand’s market and promotional strategy on
different online platforms.
PremaFlorenceIsaac, based in Auroville, India, has a market
not only in India, but also internationally. As the brand had no
e-commerce presence, targeting its overseas customer base
had always been a crucial concern. While interning I worked
on setting up a shop for the brand on Etsy, which is an online
market place with an international audience. The project was
successfully accomplished.
Social media is one of the most stress-free and profitable
digital marketing platforms that can be used to increase your
business visibility. Instagram is one of the many social network
platforms which is driving massive amounts of traffic, and many
are benefitting from it. Having set up an Instagram account
for the brand, I was involved in strategising and curating their
content for the same.
Finally, my graduation project deals with the website redesign
for PremaFlorenceIsaac, formerly RangoliByPrema.
With the new identity, the brand was also looking at making
necessary improvements in their website. Being a part of the
team, I learned preliminary Ui/Ux design and coding under
my industry mentor. Further, I studied the subject deeper and
have designed a new layout for their website.

SECTION 1
The Brand and Brand Strategy
Part I
SECTION 2
The Brand and Brand Strategy
Part II
SECTION 3
The Brand and Brand Strategy
Part III
SECTION 4
Scope
SECTION 5
Etsy
SECTION 6
Instagram
SECTION 7
Website Redesign

SECTION 1
The Brand and
Brand Strategy
Part I

PREMA FLORENCE ISAAC
The Designer
Prema Florence Isaac, of French origin, has grown up in Auroville –
a spiritual community in India which draws cultural influence from
all over the world. Since her early years, Prema has been inspired
by her diverse surroundings which have reflected in her designs.
Her garments allow easy movement and fluidity, derived from her
passion for dancing.
While traveling to Bengal, Prema came in contact with the artisanal
Tangail communities. Their exquisite work struck a cord in her.
Drawn to the diaphanous, textured handloom fabrics, she founded
Rangoli in 1999, reintroduced as PremaFlorenceIsaac in 2018.
Tangail and Jamdani remain her signature fabrics.

AUROVILLE
The Inspiration
Auroville is a universal township located in coastal Tamil Nadu, backed
by the Indian Government. Fifty years old, it is an experimental
community founded by the spiritual leader Mirra Alfassa, better known
as The Mother. Auroville’s philosophy is to realise Human Unity in
Diversity. The community endorses the concept of sustainable living.
The foundation of Rangoli is built upon the principles and values of the
community.
Let beauty be your constant ideal.
Beauty of the soul,
beauty of feelings,
beauty of thoughts,
beauty of action,
beauty in work,
so that nothing comes out
of your hands that is not an
expression of pure and
harmonious beauty.
And the divine help will
always be with you.
- The Mother

TANGAIL, JAMDANI
The Craft
• TANGAIL– Tangail region near Dhaka, Bangladesh
• Age old custom of handloom fabrics – jacquard pit loom
• Previously known as “Begum Bahar”, the craft is now called
Tangail
• Extremely fine yarn – soft, comfortable
• Weaving style, color, design and length of Tangail sarees are
different from all other
• Exceptional feature – edges or “par”, made using jari silk
• JAMDANI – Dhaka district, Bangladesh
• Woven fabric in cotton, brocade handloom
• Finest muslin

VISION
Celebrating the beauty of ancient handloom traditions by
creating products for a contemporary lifestyle.
Adhereing to international standards, PremaFlorenceIsaac
manages its impact on the environment and any community
involved with its production.
Ensuring income and fair trade activity benefits those who create
the products.

MISSION
Reaching international markets and increasing the exposure
of the label.
Continuing to showcase the ecological benefits of improved
working facilities.
Creating a new cooperative that provides for the community.

CORE VALUES
We don’t compromise
- Respect: Acknowledging and valuing
- Joy: Anything that brings a smile and removes a frown
- Transparency: Open and willing to share
- Compassion: That extra amount of patience and
understanding, appealing to the better side
- Appreciation: Acknowledging and encouraging the good,
appealing to the better side
- Sense of pride and commitment: Acknowledging the
worth with humility, thoughtfulness before a decision and
perseverance after and being vigilant towards its growth.
- Living the values: Setting an example with consistency.

HOLY DAYS
Women’s Collection
Hand-woven simple cotton pieces suitable for any occasion. A summer-
’holyday’ fusion with Indian influenced western cuts, this line is all
about colors, sheer layers and light easy-to-wear garments. The pieces
fit and flow, accentuate, define, illuminate and release the feminine
spirit.

ANOTHER WAY
Women’s Collection
A collection for your fun, carefree spirit. Another Way brings
you relaxed day wear in edgy silhouettes and dramatic accents
for the night.

SUMMER DREAMS
Women’s Collection
Hand crafted with diaphanous tangail cotton, lusturous madka and
mysore silks, and a super luxurious sexy silk-spandex in black, ivory
and silver – this collection is fresh, fun and flirtacious.

HOLY DAYS REBOOT
Women’s Collection
The Holy Days collection is our original art wear. Crafted from limited
edition sarees created by the master artisans of the tangail weaving
communities in Bengal, each piece is one-of-a-kind, unique and
exclusive. This is our updated Holy Days look for 2016-17.

VAGABOND
Men’s Collection
A collection in a washed, hand-spun, hand-loomed khadi and P.F.I.
tangail - inspired by the travelers and mavericks of the world.

KIDINMI
Kid’s Collection
This extremely colorful collection exudes the playful vibrance that
surrounds our youngest customers.

ACCESSORIES
PremaFlorenceIsaac merchandise includes a wide range of oneof-a-kind
accessories, scarves of which are the best sellers.

FABRIC ART T-SHIRT
Unisex Collection
Hand crafted panels composed of precious tangail borders. Every panel
is one-of-a-kind, defining our eccentric customer base.

UNIQUE SELLING POINT
One-of-a-kind
Tangail, Jamdhani, Quality
Exclusive : Slow fashion, No repeats

HOW WE LOOK
Elegant, Eccentric, Unconventional

HOW WE SPEAK
Passionate, Sensual, Gentle

HOW WE ACT
Graceful, Uncompromising, Trend-setting

SECTION 2
The Brand and
Brand Strategy
Part II

BRAND CORE
BRAND CORE is the nexus on which the brand stands. It comes from
the space of a product of functional benefit.
Wearable art; taking from fading craft communities, adding to it, and
giving to the wider communities.

BRAND ESSENCE
BRAND ESSENCE is the single most compelling thing we can say
about the brand that differentiates it from competitor brands as
perceived by the consumer. The most powerful brand essences are
rooted in a fundamental consumer need.
Timeless fashion.

BRAND PERSONALITY AND ATTITUDE
Through Archetype
Developing a brand personality and attitude from the archetypes
that exist in nature. These archetypes are what determine the very
ethos of every brand.
There are 12 classic archetypes. These cover the spectrum,
from those that convey comfort to others to those that create
excitement. They are collectively-inherited unconscious ideas,
pattern of thoughts, images, etc., that are universally present in
individual psyches.

ANALYSING ARCHETYPES
The Creator
Goal : Create something with meaning and enduring value
Traits : Creative, imaginative, artistic, inventive, entrepreneur,
non-conformist
Drawback : Could be perfectionist or impractical
Marketing niche : Visionary, help customers express or create, and
foster their imagination
Example : Lego, Crayola
The Lover
Goal : Create intimacy, inspire love
Traits : Passionate, sensual, intimate, romantic, warm, committed,
idealistic
Drawback : Could be too selfless or not grounded enough
Marketing niche : Help people feel appreciated, belong, connect,
enjoy intimacy, build relationships
Example : Victoria’s Secret, Godiva Chocolate, Marie Claire

STRENGTH
Unique design language
Craft and craft promotion
Cheap labor
WEAKNESS
Weak marketing and advertising strategy
Lacking financial aids
Limited as an Auroville unit
OPPORTUNITY
Expansion by selling and marketing on different platforms
THREAT
Cheaper equivalent in the market

PERSONA STUDY: 1
Works:
Works at a bank and an artist
Earns:
15 lakhs per annum
Status:
Single and living with her mother
Aspirations:
To become a branch manager and earn to sustain her lifesyle.
Attitude:
Independent, Hard working, Social media savvy, Proud, Artistic
Brands Liked:
Fab India, Zara, Dior
Functional Needs:
High quality
Clean
Unique
Emotional Needs:
To be recognized and feel special
Summary: High Quality and to be recognized and feel special

PERSONA STUDY: 2
Works:
At a library and is a musician
Earns:
13-15 lakhs per annum
Status:
Single
Aspirations:
To be independent, travel the world and earn to sustain her lifesyle.
Attitude:
Hard working, Social media savvy, Proud, Artistic
Brands Liked:
Chanel, Dior, H&M
Functional Needs:
High quality
Distinctive
Emotional Needs:
To feel beautiful and elegant.
Summary: Distinctive and elegant

PERSONA STUDY: 3
Works:
In a travel agency and owns a cafe
Earns:
18 - 20 lakhs per annum
Status:
Married but often lives apart from family
Aspirations:
Earn lots of money to travel and retire.
Attitude:
Confident, High standards, Quite fussy, Driven
Brands Liked:
Versace, Good Earth
Functional Needs:
Good service and quality
Emotional Needs:
To feel different
Summary: High Standards and needs to feel different.

PERSONA STUDY: 4
Works:
A student and a social volunteer
Earns:
15 - 17 lakhs per annum (Family)
Status:
Single
Aspirations:
Earn lots of money and start a bakery
Attitude:
Confident, Hard working, Quite fussy, Driven
Brands Liked:
Diesel, H&M
Functional Needs:
Fun, different and good quality
Emotional Needs:
To feel confident and stand out
Summary: Fun and confident.

TARGET AUDIENCE
Demographics
• Upper class and upper middle class – high income groups
• Females and males aged between 25 and 65 years
• Females more likely to buy
• Kids with educated and high income earning parents
Geographic Location
• International markets - Western and European
• Elite and high earning Indians
• Urban dwellers
Psychographics
• Creatively driven, eccentric
• Passionate, artistic, adventurous
• Open to experimenting
• Unconventional attitude
Behaviors
• Values and appreciates arts and crafts
• Does not hesitate to spend when sees worth
• Progressive minded

COMPETITORS
PremaFlorenceIsaac is a fashion brand which only works with the
crafts of Tangail and Jamdani.
In the market, there are other brands who have used the crafts in
some of their collections. For example –
• Injiri works with hand-loom textiles for clothing and home. For
one of its collections - Asmaani, the brand worked with jamdani
textiles.
• Santanu Das’s brand Maku has also incorporated tangail and
jamdani textiles in its designs.
• Other such brands are Pero, Dosa, Rahul Mishra, Good Earth,
Weaver’s Studio, and more.
Some have different target markets, some have different price
points or some have a different design language altogether. None
of the brands seem to be direct competitors to PremaFlorenceIsaac.
Prema’s sense and style of design is very unique. Her use of the
crafts, colors and silhouettes put together is highly distinctive.
PERO

GOOD EARTH

GOOD EARTH
Redefining Luxury and Supporting Craft Economies, Sustainable Luxury.

GOOD EARTH
In January 2016, Good Earth celebrates 20 years of a design
aesthetic that is crafted by hand, inspired by nature, and enchanted
by history. Since opening in Mumbai in 1996, the last two decades
have seen Good Earth grow into a cult brand recognised for its
crafts-focused approach to luxury design and reviving the authentic
skills of the crafts communities of India.
Good Earth is everyday luxury defined by an intense connection
to nature, history, heritage and original design through an Indian
prism. As India’s leading design house, we are known for our
storytelling through surface design and sustaining the craft
traditions of our culture.
TARGET AUDIENCE:
Elegant and flamboyant. An individual that values and appreciates
cultural and traditional influences.
SIGNATURE: TRADITION/CULTURE STORY
Each year they create a design collection that tells the story of a
particular tradition or culture in a region across India and Asia.
PRICE RANGE:
Rs. 5000 - 30000

MAKU by SANTANU DAS
Slow Fashion, Sustainable, Paper-thin, wispy clothing, Indigo

MAKU TEXTILES
The brand has been designed to force its audience to look deep
into a narrow array of products, material and aesthetic. Maku’s
aesthetic pool is so silent and invisible, that it demands certain
interest and curiosity from its consumer.
TARGET AUDIENCE:
The Maku woman is someone who is defined by her choices which
are carefully designed. She exudes an old world charm but she
steps ahead of her times. She identifies with excellence but prefers
the subtlety of imperfections. Her aura is mystery and her eyes are
deep. Little that we know about her, intriges us to explore.
SIGNATURE: INDIGO
The most magical aspect of indigo is the extraordinary chemistry
involved in it. But it also depends on soil, temparature and handling.
It is almost like wine making. Thus the process of dyeing with indigo
is similar to cooking, knowledge which is imposible to document
with only words. Thus it demands all our senses to internalise the
craft and sustain the practice. This is also the path of philosophy
we follow at Maku. From fabric to silhouettes, we harness these
senses. We appreciate every imperfection and diversity that is
offered by our practice. We seek beauty and peace in every fold.
PRICE RANGE:
Rs. 3000 - 30000

INJIRI
Hand-loom textiles, Home and clothing

INJIRI
Injiri works with hand-loom textiles for clothing and home. The
label is entirely based on the idea of celebrating the process of
hand-woven and hand-crafted Indian textiles; the clothes are little
stories about the textiles they are made of, and are reflective of the
process that goes into making of their textiles.
TARGET AUDIENCE:
Injiri is someone who is a class apart with an inclination for cultural
beauty and an eye for detail.
SIGNATURE: SIMPLEST WORK
It is the simplest work - clothes of peasants, tribals and local
people that inspire us the most. Most vintage clothes like smocks
were made at home or by a local seamstress. In olden days making
clothes was a very slow process and allowed the maker to do each
piece at leisure - also woven material was a precious commodity
and it was used frugally. The “hand-made” quality is very evident
and all our products are inspired by that over and over again.
PRICE RANGE:
Rs. 1500 - 12000

PERO
Indian, Unique, Hand-crafted

PERO
‘péro’ means ‘to wear’ in Marwari, the local language of Rajasthan.
péro interprets international aesthetic using local material and skills,
taking inspiration from what surrounds us, to make a product that
connects with people, wherever in the world it is placed.
TARGET AUDIENCE:
The look is not about an age group or season, it is about a mindset,
a willingness to incorporate the effortless style of the locals.
SIGNATURE: INDIAN
The Indian-ness of péro rests in the textile process, where materials
pass through the hands of one craftsperson to the other, carrying
forward the Indian tradition of hand-crafting and creating pieces
that are at once unique.

SECTION 3
The Brand and
Brand Strategy
Part III

Silhouettes
Craft
Tangail
Textures
Uncompromising
Borders
Artwear
Layers
Foresighted
Creative
Feminine
Color
Eccentric
PREMA FLORENCE ISAAC
Brainstorming
HIgh-end
Flowy
Elegant
Vibrant
Movement
Transparency
Tropical
Playful
Comfortable
Sensual
Jamdani
Quality
Experimentative

PYSCHOLOGICAL MIND MAP
Comfortable Vibrant Eccentric Feminine
Experimentative Uncompromising
Elegant Playful Creative Sensual
One-Of-A-Kind

PHYSICAL MIND MAP
Merchandise – Clothes, footwear, bags, jewellery, scarves
Quality – Materials used are durable and of high quality
Social media presence – Facebook, Instagram
E-commerce – Etsy, Website
Atelier and boutique

LOOK AND FEEL
Free flowing, Tropical

TONE OF VOICE
Delicate, Sensual

DESIGN ROUTE: FLUIDITY
Flow, Delicate, Sensual

DESIGN ROUTE: WHITE
Blank Canvas, Free, Pure, Simplicity, Elegance, Removal of pre-conceived notions

DESIGN ROUTE: ETHNIC INSPIRED
Tangail, Jamdhani, Creative, Unique, Contemporary

SECTION 4
Scope

SCOPE: 1
E-Commerce : Etsy
• Market research and study
• Competitor study
• Photoshoots
• Illustrating, size chart
• Content writing
• Shop design

SCOPE: 2
Social media : Instagram
• Research and study
• Objectives and strategy
• Influencer, hashtags, captions
• Layout routes
• Curation

SCOPE: 3
Website redesign
• Heuristic evaluation
• Problem statement
• Reference website
• Card sorting
• Task analysis
• Information architecture
• Grids and margins
• Color palette
• Typography
• Screens and mock-ups

SECTION 5
Etsy

When you link your own brand with Etsy’s, you are tapping into all
of the branding work and business development the site has done
to gain customer’s trust and respect. Motivated niche customers
are already visiting Etsy in higher volumes than they do on any
other e-commerce site.
Market Research and Study
• Online market place for all things handmade, vintage, supplies
for arts and crafts
• You have got control over the pricing, shipment charges, where
you want to ship, made-to-order, production time
• $20 per listing; 5 photos per listing
• Upon sale of a listing you are charged 3.5% of the price(not
including the shipping)
• Listings stay upto four months; products can be re-listed
• At the bottom of the shop – listings(relisted date), views(resets
on re-listing), favourites/treasury(does not reset), sold items
page
• Jewellery and accessories; Clothing and shoes; Home and
living; Wedding and party; Toys and entertainment; Art and
collectibles; Craft supplies and tools; Vintage
Pointers for Shop
• Take multiple photos
• Show all angles
• Show items “in use” if possible
• Have a plain background
• Create a cohesive shop look
• Use natural light

COMPETITOR STUDY
GiaExquisiteIndian
• Indian designer wear
• Thiruvananthapuram, Kerela
• $50 – $450

TheARTtoBE
• Art wearables, boho, upcycled
• New Jersey, United States
• $45 – $125
BizzartUrBestiya
• Artwear
• Conneticut, United States
• $30 –$175

WHY ILLUSTRATION?
• To draw emphasis on the panel rather than the
t-shirt.
• The jersey t-shirt, onto which the
PremaFlorenceIsaac fabric art panel has been sewn,
is outsourced.
• Eventually the brand aims at selling the panel as a
product itself.

Bio-washed 100% Cotton T-Shirt│Unisex│Regular Fit│Crew Neck
BACK SHOULDER
Size Chart in Centimeters
SIZE BACK SHOULDER CHEST LENGTH
CHEST
S
35.5 - 38.1
96.5 - 99.1
66.1 - 68.5
LENGTH
M
38.1 - 40.6
101.6 - 104.1
68.5 - 72.1
L
40.6 - 43.1
106.6 - 109.2
72.1 - 73.2
*
PANEL
XL
43.1 - 45.7
109.2 - 111.7
73.6 - 76.2
XXL
45.7 - 48.2
114.3 - 116.8
76.2 - 78.7
*Panel area varies with size of the t-shirt

SECTION 6
Instagram

INSTAGRAM
Research and Study
• Instagram is a social networking app made for sharing photos
and videos from a smartphone. Similar to Facebook or Twitter,
everyone who creates an Instagram account has a profile and a
news feed.
• Once the No 1 platform for photos of pretty sunsets, Instagram
has broadened its horizons.
• The platform has noticeably fleshed out in the last year,
introducing a “more immersive” shopping experience, direct
messaging, live video, albums (multiple images per post) and
“stories” (public-facing temporary feeds).
• Instagram launched publicly in October 2010 and has steadily
grown in membership since then. This platform is tried and
tested. It’s getting bigger and better and if growth is any
indication, it will be around for a long time to come.
• Instagram is already starting to be the new popular platform.
• Spontaneous photos of your employees or personal photos of
your life are a strong way to connect with your audience.
• The videos you upload play automatically in the feed! Your
audience will instantly see your video.
• Instagram offers promotional ads.
• It allows you to have a business profile and track you analytics.
• You can drive people to your website/blog – link in bio!

Oectives
• Campaigns
• Hashtags
• Increase brand awareness
• Demonstrate company culture
• Increase customer engagement and loyalty
• Showcase products and services
• Enhance and complement event experiences
• Incentivize customer engagement
• Share company and industry news
• Build a more engaged community
• Connect with influencers
Strategy
• Build content themes eg. Pantone; Sprout Social, Instagram Audit –
for handling content (paid)
• Videos, boomerangs, stop motion, hyperlapse, layouts
• Content calendar
• Maintain brand aesthetic
• Understand brand composition
• Social media style guide
• Backgrounds, white space balance, dominant color(s), subject
• Creative caption
• Hashtags
• Geolocations
• Social sharing across networks
• Bio and link
• Follow industry accounts and Instagram influencers
• Instagram stories

Laout Design Route1
Space it out
If you want to make sure people click on your account
after seeing a single photo in their feed, use the puzzle
piece method. Break up one photo into many individual
photos that will only form one, cohesive image when
combined on your profile. An app such as Instagrids lets
you do just that.

Laout Design Route
Skip ‘full’ photos
Make each image worth your followers’ interest. “A
scrolling mood board is always chic, but each individual
image must stand on its own,” says Karen Robinovitz,
cofounder of influencer management agency Digital
Brand Architects.
This will also help to make the stories you tell across each
row more interesting.

SECTION 7
Website Redesign

ACTION BUTTON
The excessive use of action buttons on the website makes navigation and usage of the website tedious.

VISUAL LANGUAGE
The colors used for the borders in the collages are different.

ALIGNMENT
Due to the different sizes of the images the grid has not been maintained.

PIXELATED IMAGERY
Poor image quality reflects badly upon the brand.

TEXT HEAVY
Excessive textual content and links discourages viewers; information is not crisp and to the point – creates ambiguity.

VISUAL LANGUAGE
Images are not harmonious – photo editing required.

HEURISTIC EVALUATION
A heuristic evaluation is a usability inspection
method for computer software that helps to
identify usability problems in the user interface (UI)
design. It specifically involves evaluators examining
the interface and judging its compliance with
recognized usability principles (the “heuristics”).
This method was developed by Jakob Nielsen in
collaboration with Rolf Molich in 1990.

PROBLEM STATEMENT
The website is designed in documentation format
and lacks emotional element. The look and feel of
the brand is absent. Excessive text and multiple
links create confusion. There exists no harmony in
the visual language of the website.

REFERENCE WEBSITES
• https://www.genny.com/en/
ELEGANT AND MINIMAL

COLOR STORY

RELEVANT CONTENT & CLEAR NAVIGATION

CLEAR NAVIGATION

PICTURES HAVE SIMILAR TONES

• https://www.stellamccartney.com/in
TROPICAL
WHITE SPACE

• https://www.armani.com/us/armanicom
MINIMUN AND CLEAR NAVIGATION; TRANSITION

• https://www.apparatusstudio.com/
CLEAN AND TO THE POINT

MINIMUM TEXT

CARD SORTING
Card Sorting is a method used to help design or evaluate
the information architecture of a site.
In a card sorting session, participants organise topics into
categories that make sense to them and they may also
help you label these groups.
Open card sort
Participants sort cards into categories that make sense to
them, and label each category themselves.
Close card sort
Participants sort cards into categories that you give them.
Hybrid card sort
Participants sort cards into categories you give them, and
can create their own categories as well.
For the study in question, hybrid cart sorting sessions
were held.
Hybrid card sorting is especially useful if:
• You have your information architecture partially
complete you are interested in seeing how
participants label and sort the rest of your structure
• You think that allowing participants to create their
own categories will mean less people abandon the
study.
Participants –
1. Vinay Elumalai –
Chef at Bread and Chocolate, Auroville
2. Shajin Kalathingal –
Biker and traveler, Kerela/Saudi
3. Uzma Saiyyed –
Fashion stylist, Mumbai
4. Anais –
Marine biologist, Germany

SORT 1
CRAFT
SHOP
GENDER
PRODUCTS
TANGAIL
WHAT’S NEW
CLOTHING
MEN
SIZING
JAMDANI
COLLECTIONS
ACCESSORIES
WOMEN
COLOR
SEARCH
FOOTWEAR
UNISEX
GIRLS
BOYS
ABOUT
DESIGNER
PREMA FLORENCE ISAAC
CONTACT
AUROVILLE
FAQ

SORT
HOME PAGE
ONLINE STORE
WHAT’S NEW
COLLECTIONS
SEARCH
CLOTHING
GENDER
ACTIVE WEAR
COLOR
ABOUT
MEN
TOPS
CARE
DESIGNER
WOMEN
BOTTOMS
SIZING
AUROVILLE
UNISEX
SKIRTS
CRAFT
GIRLS
DRESSES
TANGAIL
BOYS
T-SHIRTS
JAMDANI
ACCESSORIES
NECK TIES
SCARVES
WAISTBELTS
JEWELLERY
BAGS AND KITS
FOOTWEAR
CONTACT
FAQ

SORT
PREMA FLORENCE ISAAC
SHOP ONLINE
COLLECTIONS
PRODUCTS
WHAT’S NEW
SEARCH
CLOTHING
DRESSES
T-SHIRTS
SKIRTS
TOPS
BOTTOMS
GENDER
MALE
ACCESSORIES
NECK TIES
SCARVES
WAISTBELTS
BAGS AND KITS
FOOTWEAR
FAQ
COLOR
SIZING
PAYMENT
CARE
FEMALE
UNISEX
GIRLS
BOYS
CRAFT
TANGAIL
JAMDANI
ABOUT
DESIGNER
CONTACT
AUROVILLE

SORT
ABOUT
ONLINE STORE
PREMA FLORENCE ISAAC
GENDER
DESIGNER
AUROVILLE
CONTACT
WHAT’S NEW
SEARCH
COLLECTIONS
MEN
WOMEN
UNISEX
CRAFT
FAQ
GIRLS
TANGAIL
SIZING
BOYS
JAMDANI
COLOR
CLOTHING
ACCESSORIES
CARE
ACTIVE WEAR
NECK TIES
PAYMENT
DRESSES
SCARVES
T-SHIRTS
WAIST BELTS
BOTTOMS
BAGS AND KITS
TOPS
JEWELLERY
SKIRTS
FOOTWEAR

TASK ANALYSIS
One of the most important steps in the Design Thinking
process that is often employed as standard practice in
UX design is to define the users’ problems. This means
being able to clearly identify and articulate problems
in the user experience so that you can later begin the
process of ideating. Task Analysis is a simple exercise
that UX designers can undertake during the definition of
a problem, which can help not just in identifying where
opportunities to improve the user experience exist but
also to generate some preliminary ideas as to how you
might approach these challenges. Let’s find out how.
Joann Hackos, communications expert, and Janice Redish,
UX consultant and writer, advise that task analysis is
useful for understanding –
• Your users’ goals and what they are trying to achieve
• The steps that your users currently take in order to
achieve their goals
• The personal, social and cultural experiences that
users bring to the tasks
• The influence of the physical environment on the
users while attempting to meet a goal
A clear understanding of the above factors will help you
to define and frame the users’ problems so that you can
then ideate ways to help improve their experiences.

SUBTASK
TASK 1
TO KNO ORE ABOUT THE BRAND
ACTION OBJECTIVE
REQUIRED ACTION
BY THE USER
FEEDBACK
(FROM UI)
1.1
Open website
Intend to know about the brand
Read and browse
Provide information regarding
the brand
1.2
To know about the designer and
the brand
Intend to know about the
designer and the craft
Read about the designer and the
craft
Provide information regarding
the designer and the craft
1.3
View collections and products
Intend to view the brand’s work
View work
Shows collections and products

SUBTASK
TASK
TO RESEARCH ABOUT THE CRAFT
ACTION OBJECTIVE
REQUIRED ACTION
BY THE USER
FEEDBACK
(FROM UI)
1.1
Open website Intend to research Read and study Provides information about the
craft, the brand is associated
with

INFORMATION ARCHITECTURE
Information architecture (IA) is a science of organizing
and structuring content of the websites, web and mobile
applications, and social media software.
Information architecture aims at organizing content so
that users would easily adjust to the functionality of the
product and could find everything they need without big
effort.
IA forms a skeleton of any design project. Visual
elements, functionality, interaction, and navigation are
built according to the information architecture principles.

PREMA FLORENCE ISAAC
HOME
SEARCH
ABOUT CLOTHING ACCESSORIES FOOTER
CONTACT
THE DESIGNER
WOMEN
SCARVES
ADDRESS
INSPIRATION
HOLY DAYS
NECK TIES
PHONE
AUROVILLE
ANOTHER WAY
KAGERA
MAIL
CRAFT
SUMMER DREAMS
JWELLERY
SOCIAL MEDIA
TANGAIL
HOLY DAYS REBOOT
JAMDANI
MEN
VAGABOND
UNISEX
FABRIC ART T-SHIRT
KIDS
IT’S MAGIC!

12 column grid
6 column 960px grid
GRID STUDY
The 12 column grid
• Quite flexible and widely used
• can be divided into many equal and proportionate sections
• Easy to organise complex content harmoniously within a
web page
16 column grid

The 16 column grid
• A 16 column responsive grid designed to be folded
into 8 and then 4 columns as the viewport decreases
The 6 column 960 px grid
• 960px grid was used due to lack of availability of
higher resolution screens in the earlier days
• Flexible for a responsive design
• Overall look is outdated
The redesigned website will be using 12 column
grid.
• 1366px screen width
• 107px column width
• 8px gutter width
• 49px margin width
• Resolution 72dpi

COLOR PALETTE
The brand uses multiple colors in its designs. The images
are very colorful too. Taking this into consideration, the
route chosen for the website redesign is
“White : Blank Canvas”.
PremaFlorence Isaac
and active buttons
#424242
Passive buttons
#707070
Headings and body
text
#333333
Icons
#666666

ICONS
Size: 40px x 40px
Etsy
Facebook
Instagram

TYPOGRAPHY
Currently used: Trajan Pro
• Its an all-caps font
• Small font family
• Kerning
Font option # 1
Josefin Slab
• Serif, detail
• Elevation suggesting foresight
Open Sans
• Recommended for body text
• Clean
• 10 styles
• Neutral, but friendly appearance
Extremely legible
Font option # 2
Poiret
• Elegant, sleek, simple
• Graceful curves
• Elevation denoting foresightedness (letter ‘e’)
Lato
• Semi-rounded details which gives a feeling of warmth
• Easy going and stable
• Recommended for body text

TRAJAN PRO (currently used)
The Trajan design is a serif font with elegant, sweeping
curves and due to its Roman typography inspiration is
consequently an upper-case only font family.
The Trajan design conveys a feeling of importance,
elegance and is very easy to read at a distance but seems
to have found its niche in Hollywood. It has been used in
a huge number of movie title sequences and is even more
popular on DVD packaging. Just about every genre of
movie has at one time or another used the Trajan design
for the main titles. It has appeared on National television
worldwide in numerous title sequences and even used in
presidential campaign promotions.
Typographers enjoy using Trajan because of its truly classical
feel, its stoic look, its combination of complexity and
subtlety and its distinct proportions and geometry.
PremaFlorenceIsaac
Trajan Pro

JOSEFIN SLAB
Josefin Slab is an open-source slab serif typeface
designed by Santiago Orozco. The design was inspired
by geometric sans-serifs from the 1930s combined with
more modern slab serif designs.
The low x-height doesn’t make it the best font for body
copy, however it makes an excellent display and headline
font.

OPEN SANS
Open Sans is a humanist sans serif typeface designed by
Steve Matteson, Type Director of Ascender Corp. This
version contains the complete 897 character set, which
includes the standard ISO Latin 1, Latin CE, Greek and
Cyrillic character sets. Open Sans was designed with
an upright stress, open forms and a neutral, yet friendly
appearance.
It was optimized for print, web, and mobile interfaces, and
has excellent legibility characteristics in its letterforms.

POIRET
A fresh decorative geometric grotesque with a hint of Art
Deco and c‘onstructivism. Poiret One is a unique typeface
with light forms and pure elegance. Sleek and simple.
Based on geometric forms, it has stylish lines and graceful
curves. The font is applicable for large signs, labels, titles,
headlines and any type of graphic design on the web, in
motion graphics, or in print - from t-shirts to posters and
logos.
It is also well-suited for short texts and advertising where
style is desired. Complete with a lower-case letters, the
Poiret One is also useful for all-caps usage.

LATO (Selected)
Lato is a sanserif typeface family designed by Warsawbased
designer Łukasz Dziedzic. A typeface that would
seem quite “transparent” when used in body text but
would display some original traits when used in larger
sizes. He used classical proportions (particularly visible in
the uppercase) to give the letterforms familiar harmony
and elegance. He created a sleek sans serif look, which
makes evident the fact that Lato was designed in 2010 —
even though it does not follow any current trend.
The semi-rounded details of the letters give Lato a feeling
of warmth, while the strong structure provides stability and
seriousness.
PremaFlorenceIsaac
Lato Heavy
Tracking - 100
Font size - 26 (Web)
Headings
Lato Semi-Bold
Tracking - 100
Font size - 26 (Web)
Body Text
Lato Regular
Tracking - 50
Ledding - 26
Font size - 18 (Web)

WIREFRAMES
Home Page

WIREFRAMES
About Page

WIREFRAMES
Collections
Accessories

SCREENS AND
MOCK UPS
Home Page

SCREENS AND
MOCK UPS
About Page

SCREENS AND
MOCK UPS
Collection
Holy Days

SCREENS AND
MOCK UPS
Collection
Another Way

SCREENS AND
MOCK UPS
Collection
Holy Days Reboot

SCREENS AND
MOCK UPS
Collection
Summer Dreams

SCREENS AND
MOCK UPS
Collection
Vagabond

SCREENS AND
MOCK UPS
Collection
Fabric Art Tshirt

SCREENS AND
MOCK UPS
Collection
Kidinmi

SCREENS AND
MOCK UPS
Accessories

CONCLUSION
My time with Prema Florence Isaac wan an immense learning
experience. This was the first time I had worked on a website
redesign project in a professional environment. It taught me
how to work better with limitations and constraints.
As for MITID, I doubt I could possibly sum up the last 4 years
in the space I’ve alotted myself to wrap this section up. These
four years at MITID have been a complete tranformation of
myself as an individual and as a young designer.
I came in with a set of notions of what I wanted to persue,
but seeing all the diverse branches here, I was most inclined
towards Graphic Design.
I have gained a lot from my faculty members and my peers.
Interactions with my faculty enabled me to build a strong
foundation.
I would like to thank all my faculty members and peers for their
support and guidance.

BIBLOGRAPHY
https://www.creativefreedom.co.uk/icon-designers-blog/
windows-7-icon-sizes/
https://uxdesign.cc/dont-take-design-critique-as-an-insult-
6cf187ca6308
https://dribbble.com/shots/4128284-Stylesheet
https://www.auroville.org/contents/95
https://speckyboy.com/inspirational-examples-ui-styleguides/
https://www.utsavpedia.com/motifs-embroideries/jamdanisilk-a-traditional-weave/
https://www.fatmedia.co.uk/fashion-and-beauty-industrywebsite-designers/
https://www.awwwards.com/20-creative-solutions-forfashion-websites.html
https://help.etsy.com/hc/en-us/articles/115014502448-
Beginner-s-Guide-to-Selling-on-Etsy
https://www.plannthat.com/7-instagram-grid-layouts/
http://theconversation.com/us/topics/instagram-4276