Unsubscribed

UX / UI / Digital / Graphic Design

Launching and maintaining an e-commerce and digital marketing experience for a budding womenswear brand.

Time: February 2021 - Present

Tools: Figma, Adobe Suite, Klaviyo, Shopify

About

Unsubscribed is a sustainable womenswear brand.

"We are consciously-made, slow-fashion. We don't subscribe to styles that confine or conform. We subscribe to compassion, caring for the world through collections that do better."

Captivate and guide new customers.

Create a homepage that highlights beautiful product imagery, tells the brand story, and guides customers into categories and special outfitting shops.

Welcome and entice new customers.

Entice customers to sign-up for email and SMS then draw them into the brand story and encourage them to try the product with a promotion.

Ensure strong buying confidence.

As many are first time customers, ensure their buying confidence with an informative size guide. Further, clearly advertise free shipping & returns.

Inform customers of sustainable practices.

Teach customers about the different fabrications that make the products not only luxe, but also sustainable. Create a relaxed shopping experience that conveys the brand's sustainable mission.

Captivate and guide new customers.

Unsubscribed is a new brand underneath AEO Inc. that commits to sustainability and slow-fashion. Within womenswear, trends are showing that more customers are concerned with the climate and how the products they buy are made. The challenge was to introduce this brand to new customers while conveying the sustainable mission.

Research

Through competitive analysis, we found that leading brands personified an elevated and minimalist design. They invited customers in through captivating imagery and bold storytelling. We looked to brands that carried a similarly priced assortment and prioritized sustainability. Many brands opened with a captivating hero slide then moved into shops, visual navigation, best sellers, new arrivals, or sustainability practices. We took all of this into play and evaluated the best page hierarchy, keeping in mind simplicity.

Solution

Create a digital experience that eloquently tells the brand story and provides a clear introduction to products and outfitting.

Task Flow

Draw the customer in at first glance with beautiful imagery. Then provide multiple avenues for diving into product without cluttering the homepage.

Lead with strong responsive imagery.

Discover outfitting shops.

Clear visual navigation.

Welcome and entice new customers.

As an emerging brand, unsubscribed receives traffic from all different platforms. Within a limited window of attention, the site must let customers know the brand story, welcome them, and get them excited to try the product. Working through the software platform Klaviyo, we set up an informative email and sms capture. Once customers sign-up, they receive an email flow full of beautiful imagery, story telling, and a enticing promo. The challenge is to get customers to understand the sustainable ethos and quality that accounts for the higher price point. Getting the product in hand so they can feel the quality is crucial.

Research

Through competitive analysis, we saw that brands take many different approaches. Most brands offered a promotion with email sign-up on the homepage. Pop-ups differed in size from small bars, medium pop-ups, and full screen. We wanted to get customers shopping without straying too much from the brand ethos of less is more.

Solution

Create a sign-up that entices customers to join the brand without feeling invasive.

Task Flow

A big focus for the brand was customer acquisition. Drawing casual browsers into the brand to try the product and fall in love with the brand story. We created an email sign-up pop-up that triggered an email flow within Klaviyo. The flow welcomes customers into the brand and entices them with a 10% off promotion to encourage trying the product.

Email & SMS Sign Up

Welcome Series Email Flow

Ensure strong buying confidence.

As a new brand, many people are first time customers. It is important to provide enough information for them to feel confident in making a purchase. With limited resources, not every product had on body images initially. We had to come up with a solution to portray size and fit when images were not available.

Research

Through competitive analysis, we understood how other brands navigated sizing. Many brands have pivoted to having on body images with a variety of different model sizes. As this option was not available to us, we dug deeper into the size chart/measurements that brands were using. Providing size guides, flat apparel measurements, and how-to guides for measuring was the best course of action.

Solution

Provide enough information for new customers to understand their best size to order. Reassure customers of the return policy so they feel comfortable trying out a new brand with low penalties. Lastly, launch reviews.

PDP Accordions

This feature required integration from our equity feed to sync with Shopify. It was important to have organized product information so customers could make informed decisions when shopping. After researching, we divided product equity into four categories: description, size & fit, materials & care, and sustainability.

Reviews

Adding informative reviews was a crucial step in enhancing buyer confidence. We started with the basic reviews as we gathered data on product fit and feel.

Size Guide

Due to budget constraints, we were not able to go-live with our updated size guides. As a multi-brand store, we wanted to provide the best experience for size confidence. Displaying the specific brand's size chart based on product viewed was crucial for ease of customer understanding. We also wanted to provide body and garment measurements as we were not always able to have on body images. Lastly, including a how to measure guide with images would help customers better understand the size charts.

Inform customers of sustainable practices.

With a strong passion for sustainability, the brand focuses on climate-friendly fabrics and production. Informing the customer of the quality and consciousness of every purchase helps convey why the pricing is higher. We wanted to introduce them to the different sustainable fabrics and allow them an opportunity to shop the assortment within that fabrication.

Design System

The color palette is simple and natural to embody the effortless vibe of the brand. The font, Century Gothic, provides a modern and clean design. The secondary font, Courier New, adds a vintage feel and serves as a clear font for body text and information. The icons and buttons bring a crisp and elevated quality to the design.

Brand Assets

Brand Colors

UI & Functional Colors

Typography

Buttons & Components & Iconography

Final Thoughts

This brand had many budget constraints and lack of a development team. There are many components of the customer experience that I would've have improved upon. I would've worked through a smoother functionality within the category landing pages and product landing pages. Not having enough informative imagery, reviews, and garment measurements created more returns and a lack of buying confidence. Further, there were limitations within the Shopify theme, such as color swatching and dynamic size charts. This role was a great way to take ownership over many digital aspects of the brand and work cross functionally. Seeing many business components helped further my understanding of creating a successful e-commerce brand.