Madewell
The Challenge
Redesigning the core e-commerce experience for a modern denim brand, focusing on accessibility and conversion optimization for the PDP (Product Detail Page).
The existing mobile experience suffered from high bounce rates due to cluttered navigation and slow load times. Users struggled to find fit information, which is critical for denim sales.
Our Approach
We adopted a "content-first" strategy, simplifying the UI to let the product photography shine. We introduced a new sticky "add to bag" bar for mobile and a comprehensive "Fit Guide" modal that reduced return rates by 15%.
The Outcome
The new PDP design led to a 12% increase in conversion rate on mobile and received positive feedback for its clarity and ease of use. The design system we created is now being rolled out across the entire site.