For All Kind
E-commerce
Background
For All Kind is a Canadian fashion company, specialized in cruelty-free high-performance outerwear. Our direct-to-consumer business model allows us to streamline operations and engage socially-conscious shoppers across North America. This strategy, while broadening our target reach, amplifies the need for an exceptional online experience.
Objective
Create a compelling and intuitive online shopping experience.
My role
Content designer
UX writer
UX design contributor
UX researcher
Visual content creator
Customer care manager
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Landing page
While my aim with every user interaction is to showcase our commitment to quality and compassion, the landing page was an opportune moment to do so with maximum concision and impact.
Approach:
- Communicate our unique value proposition
- Connect with users on an emotional level
- Optimize readability around Shopify's default all-caps elements
- Have a clear call-to-action and intuitive navigation
- Make every word count
- Produce a clean and powerful hero image that exceeds expectations of what cruelty-free looks like
Product Page
Before
Below was the default desktop layout of our Shopify store theme with an early iteration of content filled in.
Problems:
- Shoppers had to scroll all the way down the images to find key information for informed purchase decisions
- Size guides are crucial but were difficult to locate
- Sizes weren't marked as sold out until selected, so shoppers could spend time evaluating only to be disappointed when ready to buy
- Copy is visually cumbersome and lacks scannability
- The page could feel warmer and more dynamic overall
Product Page
After
Numerous app installations and layout modifications later, users enjoy a significantly more dynamic and seamless experience.
Solutions:
- All expandable product information now sticks to the right while scrolling images so users can locate everything at a glance
- A new "Find your size" button is conveniently located below sizes
- Model sizing is indicated directly on the image for easy reference
- Sold out sizes are crossed off regardless of the current selection
- New colour option thumbnails provide shortcuts for comparison so users can skip navigating back to find that page
- Key information is more scannable through strategic icons, hierarchy, and spacing
- A new reviews feature provides social proof and human warmth to the experience
- A new customer care chat icon sticks to the bottom right for fast support
Results
Leveraging market research and consumer feedback to inform strategic content, product, and UX design enhancements has contributed to an average annual revenue growth rate of 130% for the company. As a cruelty-free shopper, it's been tremendously rewarding filling a long-standing need and scaling a business that aligns with my deepest values.
