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."
A Digital-First Design Approach
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.
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.
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.
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.
Ecommerce Conversion Rate
- Sarah Flint
- Ecommerce Development
- User Experience
- Platform Development