Ecommerce Web Experience
Industry
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Sewing Machines
My Role
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User Flows
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Wireframes
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Visual Design
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User Interface
To capitalize on a hot market for sewing machines, SVP Worldwide, the parent company of several sewing machine brands, approached Elevate to create a luxe ecommerce experience for their high-end PFAFF brand sewing machines. With models as expensive as a motor vehicle, the PFAFF shopping experience needed to be informative and friction-free with a prestige look/feel. With no telling how long this renewed public interest in craft would last, the site launch needed to come soon.
Implementing best-practice ecommerce user experience was imperative. With a wide range of highly spec-focused products, user education and guidance was paramount. I architected the site to guide the user through the purchase experience allowing them to find a product the way they wanted with content around machine features, product filtering, and search mechanisms, as well as a streamlined product finder experience for users new to the PFAFF world.
Lead creative direction from Danielle Zuberbuhler in close collaboration with the PFAFF brand team allowed us to flesh out the PFAFF brand’s digital look/feel. This sleek, luxe brand expression needed to be reflected in precision user interface elements, typography, and iconography.
A huge amount of product information necessitated a product detail page template to accommodate. We designed a flexible component-based template to serve machine specifications, project ideas, and large, beautiful product photography to guide the user to purchase.
Embroidery guides and full-scale projects were another main component of the mySewnet service. Product detail pages would allow the user to find collections of related embroidery patterns, more specific design details, and guide content for project creation.
We worked closely with the SVP Worldwide marketing team and their development partner to make sure that the site kept its intended user experience and look/feel through to its launch. Hundreds of product assets also needed to be created for the site so I worked very closely with the creative team at SVP Worldwide providing templates and guidance to maintain the planned design. The ultimate result was a highly usable ecommerce experience that was beautiful on every page.
