A shop that behaves like a shop
Storefront and checkout for a slow-fashion label selling garments people research for weeks.
- Client
- Maren
- Year
- 2024
- Timeline
- Eleven weeks
- Discipline
- E-commerce
Overview
Maren makes around forty garments a year and sells them at a price that makes people think hard first. The old storefront was built for impulse, which is the wrong shape for a customer who visits nine times before buying.
The problem
The product pages answered none of the questions people actually had: how it fits a body like theirs, what the fabric does after a year, where it was made. Meanwhile checkout asked for an account before it would show shipping costs, and lost roughly a third of the people who reached it.
What I did
- 01
Rebuilt product pages around the three questions that came up in every customer email: fit, fabric, and origin.
- 02
Directed a photography set that shows each garment on four different bodies, with the measurements stated plainly.
- 03
Made checkout a single guest-first page that shows shipping and duties before asking for anything.
- 04
Added a quiet saved-items list, because the data said people return again and again before they commit.
Outcome
Launched ahead of the autumn collection. Returns fell noticeably in the first full season, which for a label producing forty garments a year matters more than conversion.
- Returns in the first season
- −27%
- Checkout completion
- +19%
- Body types photographed per garment
- 4
- Page from cart to confirmation
- 1
Our customers stopped emailing us to ask whether it would fit. That single change was worth the whole project.