FALKN

Team: myself + 3 developers + Head of Marketing + 3 stakeholders
Design: UX/UI design, wireframing, ecommerce website design, mobile design, visual identity, branding guidelines
Software: Figma, Illustrator, Photoshop, InDesign
Timescale: 9 months

Project Overview

FALKN is a premium British roof rack and outdoor adventure brand based in York, specialising in high-quality modular roof rack systems and accessories for vehicles including Land Rover, Toyota, Ford, Volkswagen and expedition platforms.

The project involved the complete UX/UI design and visual development of a modern ecommerce experience alongside supporting brand identity systems and comprehensive branding guidelines.

The challenge was to create a premium digital experience that balanced technical product information with aspirational lifestyle positioning – appealing both to outdoor enthusiasts and customers seeking durable, engineering-led vehicle equipment.

The website needed to communicate performance, reliability, British engineering heritage, and product versatility while maintaining strong ecommerce usability across desktop and mobile devices.

Design Approach

The visual direction was intentionally designed to feel premium, rugged, and refined — combining clean ecommerce UX principles with cinematic outdoor imagery and structured product presentation.

Particular attention was given to:

– Creating scalable wireframe systems for complex ecommerce journeys

– Designing responsive UX/UI layouts for desktop and mobile devices

– Building strong visual hierarchy across navigation, filtering, and product discovery

– Combining lifestyle storytelling with technically detailed product information

– Developing a cohesive visual identity system aligned with the brand’s engineering heritage

– Ensuring the interface felt modern and premium without becoming visually cluttered

The goal was to create an experience that felt trustworthy, adventure-driven, and technically credible while supporting customer confidence during the purchasing journey.

Key Deliverables

UX/UI Design & Wireframing

Designed extensive UX/UI systems in Figma covering homepage layouts, product pages, collection pages, navigation systems, comparison tables, mobile experiences, and ecommerce interaction flows.

The project began with low-fidelity wireframes before progressing into fully realised high-fidelity desktop designs at 1940px and 1280px resolutions alongside dedicated mobile screen designs.

Special focus was placed on:

– Product discoverability
– Filtering and vehicle compatibility UX
– Ecommerce conversion flow
– Responsive layout consistency
– Clear technical content hierarchy

Ecommerce Website Design

Created visually rich ecommerce layouts combining premium outdoor photography, structured product information, and modular content systems.

The interface was designed to support both emotional brand storytelling and practical purchasing decisions, helping users quickly understand compatibility, product benefits, accessories, and use cases.

Interactive sections included:

– Vehicle finder systems
– Product comparison layouts
– Accessory showcases
– Customer review integration
– Lifestyle-driven landing pages
– Mobile-first ecommerce flows

Branding Guidelines & Visual Identity

Developed branding guideline materials supporting consistency across digital and marketing applications.

This included:

– Logo usage systems
– Typography hierarchy
– Colour palette definition
– Brand imagery direction
– Merchandise visualisation
– Art direction guidance
– Brand consistency rules and application examples

The identity system was designed to feel modern, durable, and recognisable while reflecting FALKN’s British engineering positioning and outdoor adventure focus.

Outcome

The resulting platform established a cohesive and premium digital presence aligned with FALKN’s market positioning within the outdoor and automotive sector.

The project combined ecommerce UX strategy, visual branding, responsive interface design, and product-focused storytelling into a unified customer experience.

Working collaboratively over a nine-month period with developers, marketing leadership, and stakeholders, the project required continuous iteration, system thinking, and balancing commercial usability with strong visual presentation.