The main challenge was to bring structure and cohesion to their massive product catalog. That meant making the page modular while sticking to a core content flow. This allows frequent updates and a familiar narrative for repeat visitors. Social content and targeted marketing was interspersed to surface the fun brand personality alongside the functional paths to products.
Drilling down the category pages, it was essential to create clear structure to the wide array of products available. This meant simplifying navigational categories and designing more apparent filtering options to make it easier for customers to find what they are looking for.
In tackling the product page there were two primary focuses: removing obstacles to purchase and leveraging loyal customers to sway the indecisive buyer. The former goal was accomplished by focusing on product details and clear imagery first and foremost. Cross-sells are then highlighted secondarily to facilitate common user patterns of purchasing more than one product at a time. The latter goal looked to leverage UGC to provide prospective customers with inspiration from like-minded individuals and allowing users to talk about the product both visually via Instagram and written reviews.