199 Scrilla | Authentic Streetwear Clothing Brand

The Problem

199 Scrilla faced challenges in translating its unique identity and values into a cohesive online experience. The existing platform didn’t fully capture the brand’s bold, authentic style or resonate with its loyal audience, affectionately called the “Scrilla family.” The challenge was to design an e-commerce website that highlighted the craftsmanship behind the products, streamlined the shopping experience, and fostered a sense of community.

The Design Process

The design process began with a deep dive into the brand’s story and vision. Collaborating closely with Tyandra Hamilton, I worked to ensure every design decision reflected the essence of 199 Scrilla—its roots in family, creativity, and bold self-expression. Key aspects of the process included:

Brand Discovery: Refining 199 Scrilla’s visual identity and storytelling to align with its mission of creating fly, family-inspired fashion.
UI/UX Design: Crafting a seamless shopping experience that reflects the brand’s energy and creativity.
Visual Storytelling: Highlighting the founder’s journey, the craftsmanship behind the products, and the sense of belonging that defines the Scrilla family.

Research

Research played a crucial role in shaping the platform. I conducted a detailed analysis of successful streetwear and lifestyle brands, identifying strategies that resonated with similar audiences. By studying customer behavior in e-commerce, I gained insights into optimizing navigation, product pages, and checkout flows. Additionally, I interviewed loyal 199 Scrilla customers to understand their values and preferences, ensuring the platform’s design and messaging aligned with their expectations.

User Personas

To guide the project, I developed two primary user personas:

A young, fashion-forward individual looking for bold, unique pieces that reflect their personality.
A returning customer who values the brand’s craftsmanship, storytelling, and sense of community.

These personas shaped key features, including easy product filtering, detailed craftsmanship highlights, and a prominent “Scrilla Family” narrative.

Wireframing and Prototyping

Wireframes were created to map out the user journey, ensuring an intuitive experience from homepage to checkout. Key features included:

Product Categories: Simple, visually striking navigation for categories like jackets, hoodies, and accessories.
Community-Focused Features: Highlighting the “Scrilla Family” story and founder’s journey to build deeper connections with users.
Interactive Elements: Incorporating hover effects, dynamic product displays, and smooth transitions to create an engaging browsing experience.

Prototypes allowed for early feedback from stakeholders, ensuring the platform met both user needs and the brand’s vision.

What I Learned

This project taught me the importance of balancing authenticity with functionality. 199 Scrilla’s brand is deeply personal, and capturing that essence required thoughtful storytelling and close collaboration with the founder. I also gained valuable experience in designing for a streetwear audience, focusing on bold visuals and a seamless shopping experience. Most importantly, I learned how strategic design can elevate a brand’s mission while fostering deeper connections with its audience.

Building a bold and authentic online platform for 199 Scrilla, a Dallas-based streetwear brand dedicated to quality craftsmanship and family-inspired values.