The deeper-level shopping pages gave people the same level of simplicity and subtlety as the videos. Rather than inundating users with too much information and excess ecommerce features, we intentionally dialed those back to allow for a cleaner experience.
The "shop the look" pages (seen below) housed all of the pieces in each video by look, with the ability to swipe through each of the three looks. On rollover, the product would flip to reveal high-level product information. Users could also toggle between the different videos from a higher level filter to shop other looks as well.
Since many of The Row customers often purchase entire looks rather then individual pieces, the ability to add a whole look to the shopping bag with one click was crucial. To allow for this and still capture important sizing information, this was tucked away into a modal that appeared after clicking "add to look to bag".
The single product detail page (seen below) was equally as minimal as the look pages. Here, a single product was called out with basic care instructions and size.
New Checkout Pages
To round out the experience, a new checkout flow was introduced, leveraging the same minimal design theme. Necessary features like error states, buttons, and form fields were designed in a flat style to keep the experience looking clean and simple.
In collaboration with VSA
CREATIVE DIRECTION, DESIGN & CONCEPTING
Caley Ostrander, Chiu Ping Chiu, Wai Fong, Lynn Yeom