As a leader in modern luxury fashion, Stella McCartney has consistently championed sustainable design well before it became mainstream. Committed to both ethical practices and innovative aesthetics, the brand has continually stayed ahead of consumer expectations. Design & Build Co. is honoured to have led the complete redesign of Stella McCartney's eCommerce flagship. In close collaboration with Stella's executive team, we created a digital platform that captures the brand's unique ethos. This redesign has served as a durable foundation, allowing the in-house team to continually optimise it over the years, showcasing our lasting value in crafting enduring visual languages and user experiences. Initially developed in partnership with Yoox, the design successfully transitioned to Salesforce in 2019, illustrating the adaptability and longevity of our solutions.
After a thorough audit of the existing user journey, we discovered that a significant portion of traffic was landing directly on category and product pages via social media and search channels. By focusing on these key entry points, we identified opportunities to enhance the user experience, subsequently improving both conversion rates and average order value. Our data-driven approach ensured that we targeted the most impactful areas, resulting in quantifiable success for the Stella McCartney brand.
As mobile continues to be a strategic focus for online retailers like Stella McCartney, we aimed to simplify and streamline the mobile user journey. By eliminating unnecessary elements from the product pages, we created a frictionless path-to-purchase, enriched with intuitive feedback and sleek interactions. Our efforts culminated in a rapid mobile checkout process, offering multiple payment methods for the convenience of the user.
Stella McCartney's long-standing commitment to sustainability is a cornerstone of the brand, making it a key focus in our redesign. We designed a comprehensive content hub that shines a spotlight on the brand's leadership in sustainable luxury fashion. From a meticulously crafted timeline to rich editorial pages, we've created a digital space that not only educates but also engages users, further solidifying Stella McCartney's role as an industry pioneer in ethical practices.
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