The client, Aura, a new direct-to-consumer (DTC) brand specializing in sustainable home goods, required a sophisticated and user-friendly e-commerce website. The primary goals were to establish a high-end brand aesthetic, clearly communicate their commitment to sustainability, and optimize the user flow to achieve a target conversion rate of 3.5%. The site needed to be fully responsive, prioritizing the mobile shopping experience.
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The final design utilizes a clean, minimalist aesthetic with a neutral color palette and elegant typography to reinforce the brand's premium and sustainable identity. The navigation prioritizes clarity, featuring a sticky header and a simplified checkout process (only three steps). We employed a card-based layout for product listings to maximize visual appeal and implemented lazy loading images to ensure fast page speed, a critical factor for mobile user retention and SEO performance. A/B testing confirmed that this clean layout increased product page views by 12%.
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