Sarah Flint

A new Shopify Plus site for the luxury D2C brand

Sweden Unlimited partnered with the luxury direct-to-consumer shoewear brand, Sarah Flint, for a complete redesign on Shopify Plus. With the brand ethos built on the premise of “Style Without Sacrifice,” we focused on communicating the brand’s core values, as well as offer a seamless and optimized experience for the consumer, from the purchase to the checkout and each phase in between. Through the design process, we wanted to ensure that we highlighted the fine craftsmanship of the products, while also underlining the approachable personality of Sarah Flint as a designer, founder, and face of the brand.

Client
Sarah Flint
Visit
sarahflint.com
Year
2019
Type
Fashion
Ecommerce
Services
Branding
Design
Ecommerce Development
User Experience
Platform Development

About the Brand

Launched in Fall 2013, Sarah Flint positioned herself at the luxury end of the D2C model spectrum. With quality comparable to brands like Manolo Blahnik and Jimmy Choo, Flint’s D2C model has enabled her to gain happier customers and higher profits without the high mass-brand price point. Her commitment to quality has remained at the forefront of her business, while also perfecting the comfort and practicality of the designs themselves.

"I wanted to offer women shoes that are luxurious and exquisitely crafted, but also functional."

—Sarah Flint

A Digital-First Design Approach

Design Review

A Homepage that Fits

The creative direction of the site was based on the brand’s core promise to provide Style Without Sacrifice. To translate this, the design was focused on a content/visual-first approach to the homepage with an emphasis on conveying the positioning, personality, and beliefs of the brand.

We elevated the lifestyle photography throughout the homepage and highlighted key brand values with textual callouts. These features of the site’s framework allowed us to put the brand's values of style, comfort, and approachability at the forefront of site entry.

Sweden Unlimited Sarah Flint Homepage

Design Review

Enhanced Global Navigation, Filter, & Taxonomy

Bringing the brand’s personality to life was a pivotal part of our design process. We made multiple UX improvements and updates with homepage, taxonomy, filtering, sizing and search functionalities.

After brainstorming solutions to the main pain points of the site, we resolved them through key site features. This included optimizing the result page, improving search prompts, creating live chat, simplifying filters, and featuring full-bleed images with rich mobile-first designs. The streamlined site structure enabled us to portray the quality and detailed craftsmanship of the products while also bringing the story of the brand to life along each step of the user’s journey.

Sarah Flint Product Listing Page Sweden Unlimited

Design Review

Personalized PDP

We aimed to increase conversion rate by enhancing the PDP page and highlighting product photography and overall presentation.

We optimized the conversion strategy at the point of intent through strong contextual content and value proposition, presented through the “Why They’re Perfect” section. This showcases how every detail of the shoe’s composition is made with the consumer’s comfort and look and feel in mind. Emphasizing the quality of the Sarah Flint products by bringing the details to life with context and emphasis on the detailed luxury craftsmanship was key in the PDP redesign.

SARAH FLINT

Design Review

Building a Lifestyle Destination

The story behind the Sarah Flint brand is a crucial element in the bond between the brand and the consumer. To create a strong storytelling component, we knew there needed to be a dedicated page to draw users to the world of Sarah Flint. The synergy made between each product and the brand story comes alive with in-depth information and cultural context. The editorial content, brand campaigns, and product stories are used to encourage the consumer to envision themselves in the items they want to purchase.

Sweden Unlimited Sarah Flint Redesign blog

Sweden Unlimited Sarah Flint website homepage
Sweden Unlimited Sarah Flint website homepage

Results

+755.70%

Transactions

+10.23%

Ecommerce Conversion Rate

+495.93%

Page views

+796.70%

Users

Client
Sarah Flint
Visit
sarahflint.com
Year
2019
Type
Fashion
Ecommerce
Services
Branding
Design
Ecommerce Development
User Experience
Platform Development

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