SERENA ILLESCAS
Johnny
Was
Vintage-inspired women’s clothing brand Johnny Was embodies the bohemian California lifestyle with flowy fabrics, artful patterns and gorgeously crafted hand stitching.
PROJECT
eCommerce Website
AGENCY
Guidance
SERVICE
User Interface Design, Responsive Design, eCommerce UI Strategy
Challenges
I. Elevate the Johnny Was online presence.
II. Increase conversion.
III. Visually communicate the strength of the Johnny Was brand within its industry.
IV. Streamline path to purchase.
SOLUTIONS
I. Subtle & sophisticated global elements in a soft grey palette paired with oversized product images allow the quality and visual appeal of the garments to take center stage.
II. Increasing text size and interactive elements such as buttons and filters reduces eye strain and improves engagement. Photo swatches to select color, “sticky” selection fields which scroll with the user, and beautiful product photography on the Product Detail Page make exploring each garment easy and intuitive.
III. Giving the Johnny Was blog a fresh, airy aesthetic better positions the brand to share thought leadership content on all things stylish.
IV. Cohesive iconography, typographical rules, and abundant white space clarify each interaction from the user’s first look all the way through to purchase.
Responsive UI design gives users an exceptional experience on every device.
A streamlined menu enables users to travel more quickly through the site, spending less time making navigational decisions.
Lifestyle imagery and product spotlights showcase the easy, bohemian spirit of the brand on each Category page.
As they browse, users can select an oversized grid experience on the Product Listing Page to enjoy greater detail and a polished LookBook feel.
Larger target elements, real-photo product swatches, a pinned Add To Cart button, and prominent product imagery work together to raise conversions on the Product Detail Page.
An editorial-style blog featuring shoppable content gives the brand a platform for thought leadership.
Strong mobile UI strategy elevates the experience on smaller screens from browsing through to purchase.
