/ Both& E-Commerce Website

A revamped e-commerce website for an elevated customer experience

Website Design

E-Commerce Website

Shopify

Web UI & UX

Editorial/Blog Creative

As a part of the brand refresh for fashion startup Both& Apparel, I designed and delivered a new e-commerce website experience, implementing our latest design system and updated content strategy.

Our goal was to balance story and function. Specific areas on the website were designed to encourage discovery, whether it’s products, brand philosophy, or reviews from the community. At the same time, we tactically improved search and filter functions, and incorporated a number of integrations for a user-friendly customer experience.

We collaborated with a talented web development team at On/Sight to build and launch this new Shopify site.

Team
Head of Design and Principal Designer - Myself
Director of Brand Strategy - Jess Wen
Website Development - On/Sight

(See end of page for full credits)

For the community and by the community

One of Both&’s primary differentiators is their proprietary fit and sizing system, designed specifically to solve pain points of the trans and nonbinary community.

Because finding the right fit is crucial to any shopping experience (and a major factor for conversion), we designed multiple paths for a user to learn about Both&’s fit system. The “Faces of Both&” features community members as models, providing a visual guide and tangible points of reference for our customers. We also embedded customer-generated content across the site, the most effective method to build trust and transparency with shoppers.

Owning a share of voice on the Internet

One of our initiatives for conversion and retention was targeting organic search through the publishing of high quality narrative blogs on the top keywords our community use. This effort not only drives up discoverability and customer acquisition, each article is designed and written with care, connecting to readers on a personal level as a long-term community resource. In a span of 2 months, our website moved up to the first 10 positions on Google Search for almost 40 key words.