The focused revamp
- Responsive drop landing page
- Reusable product-detail page template
- Mobile size-guide and decision states
- Fit, delivery and returns content structure
- Purchase-journey event map and launch QA
SEAM/SHIFT
CAMPAIGN ENERGY.
PRODUCT-PAGE CLARITY.
A focused website revamp concept for an existing fashion store: redesign the drop landing page and product-detail journey so an Instagram visitor can understand the item, choose a size and reach the bag with fewer unanswered questions.
SERVICEFocused website revampCORE DELIVERABLESDrop landing + product templatePLATFORMWorks with the existing store + checkoutSTATUSConcept · no sales data claimed
SERVICE DEMONSTRATED / WEBSITE REVAMPWHAT THE CLIENT
WHAT THE CLIENT
ACTUALLY RECEIVES.
This concept demonstrates a contained revamp for a business that already has an ecommerce platform, catalogue and checkout. The work improves the pages around the buying decision rather than replacing the entire store operation.
What the business provides
- Store access and one decision-maker
- Approved product photography and descriptions
- Prices, variants, stock rules and size charts
- Accurate delivery, returns and care information
- Consolidated feedback within agreed review rounds
What stays outside
- No platform migration or full-store redesign
- No custom inventory, payment or fulfilment system
- No product photography or campaign production
- No catalogue upload beyond the agreed sample products
- Checkout changes depend on platform capability
01THE BUSINESS SITUATION
THE CLICK
IS NOT
THE SALE.
The drop earns attention on Instagram. The product page then asks the customer to investigate fit, sizing, delivery and returns before deciding whether to buy.
The proposed response keeps the campaign character, but reorganises the purchase journey around the questions that create hesitation.
WHAT THE REVAMP CHANGESDrop landing, product information, size guidance and tracked actions.WHAT THE REVAMP KEEPSThe existing platform, catalogue, checkout, stock and order operations.
FIT UNCLEAR
The silhouette is visible, but the fit guidance is not.
SIZE GUIDE BURIED
Customers must leave the product decision to find measurements.
DELIVERY TOO LATE
Fulfilment information appears after uncertainty has already formed.
RETURNS VAGUE
The policy is treated as footer content instead of decision support.
THE PROPOSED CUSTOMER PATHKEEP THE
KEEP THE
MOMENTUM.
- 01INSTAGRAM DROPAttention→
- 02LAUNCH EDITOrientation→
- 03PRODUCT DETAILUnderstanding→
- 04SIZE CONFIDENCEDecision→
- 05BAGAction
WEBSITE INTERFACE SYSTEM / SUPPORTING DELIVERABLEBRAND CHARACTER,
BRAND CHARACTER,
BUILT INTO THE PAGE.
The existing campaign character is translated into page typography, colour and utility components. This is not a new brand-identity project: it is a practical interface system for clearer product, fit and fulfilment information.
PAGE DISPLAY / CONDENSED GROTESKARC
03PRODUCT UTILITY / MONOSPACED LABELS
03PRODUCT UTILITY / MONOSPACED LABELS
FIT · FABRIC · SIZE · DELIVERY · RETURNS
GRAPHITE#151515BONE#EEE9DFALUMINIUM#B9B7B0SIGNAL ORANGE#FF4F22
DELIVERABLE 01 / RESPONSIVE DROP LANDING PAGEONE CAMPAIGN.
ONE CAMPAIGN.
ONE ROUTE IN.
A designed and built landing page introduces the drop, gives the campaign room to breathe and moves directly into a focused product edit instead of asking visitors to navigate the full catalogue.
DELIVERABLE / 01DROP LANDING PAGE · DESKTOP VIEW
Campaign hero, focused edit and direct routes into the included product template.
seam-shift.example / drop-03
SEAM / SHIFT
DROP 03SHOPJOURNAL
SEARCH · BAG (0)
DROP 03 / ARC STUDYBUILT
EXPLORE THE EDIT ↘
BUILT
AROUND
MOVEMENT.
EXPLORE THE EDIT ↘01 / 04
GRAPHITE
GRAPHITE
THE DROP / FOUR-PIECE EDIT
One shape language carried through a compact collection.
VIEW ALL PIECES ↗01 / OUTERWEARARC OVERSHIRTAED 420
02 / TROUSERSLINE TROUSERAED 360
03 / ACCESSORIESFOLD CARRYAED 190
DELIVERABLE 02 / REUSABLE PRODUCT-DETAIL TEMPLATEANSWER THE QUESTIONS
ANSWER THE QUESTIONS
BEFORE THEY BECOME EXITS.
DELIVERABLE / 02PRODUCT-DETAIL TEMPLATE · DESKTOP VIEW
Reusable structure for imagery, product facts, size selection, fit guidance and fulfilment information.
VIEW / 01GARMENT DETAIL / CURVED SEAM
DROP 03 / OUTERWEAR01 / 04
ARC
OVERSHIRT
AED 420Structured cotton overshirt concept with curved seam construction and a relaxed fit.
COLOURGRAPHITE
SELECT SIZE
FIT + GARMENT NOTES −
Relaxed silhouette. Product measurements remain available without leaving the page.
DELIVERY + RETURNS +
Example timing and policy information would be agreed with the business before launch.
DELIVERABLE 03 / MOBILE DECISION STATESBUILT FOR THE
BUILT FOR THE
INSTAGRAM HANDOFF.
The mobile experience keeps the campaign character, while bringing product, fit and fulfilment information into a sequence that can be understood with one hand.
- 01Campaign and product remain visually connected.
- 02Size guidance appears beside size selection.
- 03The action remains clear without artificial urgency.
DELIVERABLE / 03Three responsive states
Drop landing · product selection · size-guide return path
SEAM / SHIFTMENU
DROP 03 / ARC STUDYBUILT AROUND
MOVEMENT.EXPLORE THE EDIT ↘
MOVEMENT.EXPLORE THE EDIT ↘
SEAM / SHIFTBAG (0)
OUTERWEAR / 01ARC OVERSHIRTAED 420XS S M L XLADD TO BAG
SIZE GUIDECLOSE ×
ARC OVERSHIRT / GARMENT MEASUREMENTSCHOOSE BY THE
GARMENT, NOT A GUESS.
GARMENT, NOT A GUESS.
How to measure, fit notes and product dimensions stay inside the decision.
RETURN TO SIZE SELECTIONDELIVERABLE 04 / PURCHASE-JOURNEY EVENT MAPTRACK THE DECISION.
TRACK THE DECISION.
NOT JUST THE TRAFFIC.
The handover identifies the actions the business should measure. Implementation depends on the existing analytics and ecommerce setup; no performance values are invented for this concept.
DELIVERABLE / 04EVENT SPECIFICATION FOR IMPLEMENTATION
PROPOSED EVENTQUESTION IT HELPS ANSWERSTATUS
01 / VIEW ITEM
Which product earns a closer look?
PLAN02 / OPEN SIZE GUIDE
Where does sizing uncertainty appear?
PLAN03 / SELECT SIZE
Does the customer reach a decision?
PLAN04 / ADD TO BAG
Which product and size move forward?
PLAN05 / START CHECKOUT
TRACKING FRAMEWORK ONLY · NO PERFORMANCE VALUES OR COMMERCIAL RESULTS SHOWNDoes purchase intent continue?
PLANA CLEARER PAGE
FOR A REAL
BUYING DECISION.
A LAUNCH PAGE THAT MATCHES THE CAMPAIGNA REUSABLE PRODUCT-PAGE TEMPLATEMOBILE FIT + SIZE GUIDANCE IN CONTEXTA DEFINED MAP OF PURCHASE ACTIONS
The practical result is a focused set of responsive pages the business can use for this drop and adapt for the next one—while keeping its existing store, checkout and operations in place.
This is a self-initiated concept for a fictional label. It demonstrates a proposed design direction and intended improvements; no client, conversion, revenue or sales results are claimed.