E-Commerce Experience Redesign
Complete redesign of a luxury fashion retailer's digital experience. Focus on storytelling, product discovery, and conversion optimization across web and mobile.
A heritage fashion brand was losing market share to digital-native competitors. Their e-commerce platform felt dated, with poor mobile performance and a conversion rate 40% below industry average. They needed to bridge their prestigious in-store experience with their online presence.
We immersed ourselves in the brand's heritage, visiting their flagship stores and interviewing loyal customers. The design approach centered on editorial storytelling—each product page became a mini-magazine feature. We implemented progressive image loading and a headless architecture to dramatically improve performance.
Mobile conversion rate increased by 156% within three months. Average session duration grew from 2.4 to 5.8 minutes. The redesign won a Webby Award for Best Fashion & Beauty Website and was featured in Communication Arts.
Design Philosophy
Editorial Storytelling
Every product has a story. We designed the experience to reveal the craftsmanship, materials, and inspiration behind each piece through immersive photography and thoughtful micro-copy.
Performance as a Feature
Luxury should feel effortless. We obsessed over load times, achieving a Lighthouse performance score of 96 on mobile—remarkable for an image-heavy fashion site.
Seamless Checkout
We reduced checkout steps from 5 to 2, implemented Apple Pay and Google Pay, and added real-time inventory visibility. Cart abandonment dropped by 43%.