Solutions

Personas

The brand was well established overseas but was working to increase their US customer base. To date all customers had been acquired through B2C retailers. The existing personas were new customers who may stumble across the site through google shopping, social media, or referral, the other user would be one who knew the line already but was through a retailer. Additionally the future direct to site customer had to be taken into account. For new customers having explantations and cross-selling throughout the site helps to guide them in building their own collection. Since most pieces are meant to be mixed and matched there are many “how it works” or referencing features throughout the site. For existing customers who may want to build upon their current collection having lots of sorting options is critical. Customers shop not only by collection but color, size, price, and finish.

Organization System

Products were organized into major and sub categories through the product listing. This listing then needed to have the appropriate tags to correlate to the Searchanise app through Shopify which allows for specific filtering as well as compensates for typos. A significant amount of time was spent with the client to confirm all categories and then organize the product listing. This system later went on to integrate with Google Shopping which improved their SEO again after launch.

Integrations

Multiple apps were curated for this site to provide simple and easy solutions for both the back end user and end consumer. These include ‘Searchanise’ for product filtering and searching, A return & exchange app, and integrating ‘issuu’ for interactive shopping.

Navigation

The header navigation gives a high level view of product categories where as the collection pages give the additional option of sorting by product features. Having both of these serves the needs of all user personas and allows customers to casually browse or find specific products.