04
Fresh Clean Tees
Overview
Challenge
Fresh Clean Tees is a DTC brand that provides comfortable, form-fitting essentials for men of all shapes and sizes.
Looking to elevate their subscription-based eCommerce platform, I led the creative direction, experience strategy and full design production of the new headless Shopify site utilizing Recharge, Rebuy, Klaviyo and Okendo.
Focused on moving metrics, a majority of the goals we defined through the discovery phase were focused on increasing returning customer conversion without alienating new customer acquisition. This meant boosting AOV, and improving the subscription model with more advanced functionality such as giving customers the ability to update their size, color, and style for each recurring order in a customized Recharge portal.
Fresh Clean Tees is a DTC brand that provides comfortable, form-fitting essentials for men of all shapes and sizes.
Looking to elevate their subscription-based eCommerce platform, I led the creative direction, experience strategy and full design production of the new headless Shopify site utilizing Recharge, Rebuy, Klaviyo and Okendo.
Focused on moving metrics, a majority of the goals we defined through the discovery phase were focused on increasing returning customer conversion without alienating new customer acquisition. This meant boosting AOV, and improving the subscription model with more advanced functionality such as giving customers the ability to update their size, color, and style for each recurring order in a customized Recharge portal.
Fresh Clean Tees is a DTC brand that provides comfortable, form-fitting essentials for men of all shapes and sizes.
Looking to elevate their subscription-based eCommerce platform, I led the creative direction, experience strategy and full design production of the new headless Shopify site utilizing Recharge, Rebuy, Klaviyo and Okendo.
Focused on moving metrics, a majority of the goals we defined through the discovery phase were focused on increasing returning customer conversion without alienating new customer acquisition. This meant boosting AOV, and improving the subscription model with more advanced functionality such as giving customers the ability to update their size, color, and style for each recurring order in a customized Recharge portal.
Approach
With their ideal target audience conveyed through their marketing and existing art direction efforts, I focused on elevating their design language with a new typeface, revised the brand color palette and custom UI elements and iconography to help modernize the brand.
With UX as a priority, my goal was to simplify product discovery by introducing a new collection structure and accommodating mega-nav to visually represent each cut/style of shirt, implemented a sub-category navigation on the PLP to decrease the decision making process, and improved product merchandizing with a series of new cross-sell and upsell modules.
The result was over a 200% increase in conversion after the first 3 months.
With their ideal target audience conveyed through their marketing and existing art direction efforts, I focused on elevating their design language with a new typeface, revised the brand color palette and custom UI elements and iconography to help modernize the brand.
With UX as a priority, my goal was to simplify product discovery by introducing a new collection structure and accommodating mega-nav to visually represent each cut/style of shirt, implemented a sub-category navigation on the PLP to decrease the decision making process, and improved product merchandizing with a series of new cross-sell and upsell modules.
The result was over a 200% increase in conversion after the first 3 months.
With their ideal target audience conveyed through their marketing and existing art direction efforts, I focused on elevating their design language with a new typeface, revised the brand color palette and custom UI elements and iconography to help modernize the brand.
With UX as a priority, my goal was to simplify product discovery by introducing a new collection structure and accommodating mega-nav to visually represent each cut/style of shirt, implemented a sub-category navigation on the PLP to decrease the decision making process, and improved product merchandizing with a series of new cross-sell and upsell modules.
The result was over a 200% increase in conversion after the first 3 months.
Role
Creative Direction, Digital
Website Design
UX/UI
I rethought the entire purchase funnel in a seamless series of design sprints. No preliminary IA, content maps, or user flows were needed. Using an 80/20 method, I created a series of resuable/custom components throughout the purchase funnel. Utilizing a headless architecture, we were able to repurpose components for various merchandizing offers while keeping dev time low.
I rethought the entire purchase funnel in a seamless series of design sprints. No preliminary IA, content maps, or user flows were needed. Using an 80/20 method, I created a series of resuable/custom components throughout the purchase funnel. Utilizing a headless architecture, we were able to repurpose components for various merchandizing offers while keeping dev time low.
I rethought the entire purchase funnel in a seamless series of design sprints. No preliminary IA, content maps, or user flows were needed. Using an 80/20 method, I created a series of resuable/custom components throughout the purchase funnel. Utilizing a headless architecture, we were able to repurpose components for various merchandizing offers while keeping dev time low.
Content Strategy
Digital Standards
The new content strategy was developed in tandem with the UX design sprints. To expedite production efforts, I created a photography guidelines complete with lifestyle and product photography templates with preset effects as well as a robust UI style guide to ensure consistency for design-dev handoff.
The new content strategy was developed in tandem with the UX design sprints. To expedite production efforts, I created a photography guidelines complete with lifestyle and product photography templates with preset effects as well as a robust UI style guide to ensure consistency for design-dev handoff.
The new content strategy was developed in tandem with the UX design sprints. To expedite production efforts, I created a photography guidelines complete with lifestyle and product photography templates with preset effects as well as a robust UI style guide to ensure consistency for design-dev handoff.
