case study – huckberry
Huckberry is a brand that resonates with me. It’s one that I’ve followed and watched grow over the past few years, bringing well made and stylish gear to guys who live in the city but yearn for the outdoors. As a frequent flyer of the website, a few things stuck out to me that I felt needed work and because of that, I decided to redesign their website.
I wanted to maintain Huckberry’s message of building a lifestyle for guys who are dreaming of the outdoors, but I wanted to elevate that message. I decided to clean up the layout as such and move it to a 12 column grid system. From there, I moved the navigation to the left hand side (which will also act as a sticky nav) and used the rest of the pane for content.
Big, beautiful images were maintained from their original layout and I pulled assets for the homepage that I thought were strong. The trending gear makes for a fun section right under the hero images, and just under that, the promoted brands are much cleaner. I don’t think there is a need for the website to be on an infinite scroll with all the offers. I think the homepage should be a clean representation of what the website has to offer and encourage some exploration in the process.
In regards to the single pages, the idea was to keep the pages clean and simple, while also taking into account the way the customer’s mind works. People naturally read left to right, so by drawing them in with the image - I’ve captured their attention. From there, the item info reads very cleanly left to right, top to bottom with the information in order of importance.
The pricing is another new feature I’ve added to both the individual brand page and the single page. Studies have shown that consumers are more persuaded to buy a product if the original price is larger than the sale price. It leads them to believe that the sale price is not just lower, but actually smaller than the real price. In turn, they believe they’re really getting a deal and inspire a sale. That followed into a call to action that stands out from the rest of the page would help encourage customers to buy product.
