THE CONTEXT —

Having gotten its start as a wholesale brand, Paige has grown into a denim darling over the years. With a new focus on eCommerce sales and a long-term strategy to shift to a majority DTC omni-channel brand, Pattern was brought on to lead the research, strategy, UX design and Visual design of an all new digital flagship.

With a migration onto Shopify Plus and its Unified Commerce toolkit, Pattern's mission was to evolve Paige from a women's denim brand to a multi-category men's & women's lifestyle powerhouse.

TECHNOLOGY PLATFORMS  —

Shopify Plus
Headless Commerce
Algolia
Gorgias
Loop
Klayvio
Vercel
Global-e
Builder.io 

"We had a goal of staying true to our brand while ensuring that the redesign aligned with the unique needs of our business, and Pattern rose to the occasion and beyond! Our teams spent a lot of time with the Pattern team, walking them through our product offering, style architecture, and the best way to make it all come to life. They really got to know our brand which helped ensure that our new site was in line with our goals. They have the exceptional ability to marry aesthetic with functionality, and we couldn’t have been more pleased with the process!"

Morgan Baker Bogart
Director of Ecommerce
Paige

ELEVATING CUSTOMER EXPECATIONS THROUGH IMMERSIVE UX —

With over 20 years of brand equity and customer relationships across wholesale and direct-to-consumer, top-notch performance and brand articulation quickly came to the forefront as major drivers of the overall experience strategy for Paige.

As the Pattern team pushed further into the research and discovery phase, we unlocked key insights across product differentiation, cross-category shopping patterns and conversion choke points that drove our design thinking in new directions that solved for multiple problems across various facets of Paige's business while significantly simplifying and elevating the customer experience on Paige's eCommerce.

A UNIFIED COMMERCE STRATEGY FOR GROWTH —

Throughout our engagement, Pattern and Paige employed a dynamic approach to gathering and organizing requirements to ensure that the strategic pillars of flexibility, scalability, seamlessness and immersiveness were employed in the right time and the right place with the goal of driving significantly improved results across key performance indicators from the top of the funnel all the way through sales, loyalty and retention.

Tying all of this together is a headless implementation of Shopify Plus and it's Unified Commerce framework, including a rollout of Shopify POS across all of Paige's owned locations.

WHAT WE DID —

Strategy
UX Research
UX Design for Shopify Plus
Visual & UI Design for Shopify Plus
Headless Commerce Design
Stakeholder Interviews
Analytics and Data Insights

ELEVATED BRANDED ECOMMERCE EXPERIENCE  —

Working with Paige during their evolution from a wholesale women's denim brand to a women's and men's fashion, denim and accessories lifestyle brand afforded us tons of opportunities to rethink how the brand is presented in the context of its products and the lifestyle and personal expression aspirations of its core customers.

Our teams spent a lot of time working at the cross-section of effective UX design that drives conversion and immersive brand presentation that leaves an impression and hooks people in. To Pattern, that meant meticulously crafting every interaction from navigation, filtering, hovers, quick add, cart interactions and checkout to be a brand touchpoint in addition to being a conversion touchpoint.

We leaned into visual and in-page navigation systems as a way to get more milage out of of Paige's incredible photography and set a brand mood, while shaping functional moments into streamlined interactions that elevate the product, enhance way finding and create clarity and confidence for customers to add items to their cart.

WORK WITH PATTERN —

Talk to us about Shopify Plus, Shopify Enterprise, and Unified Commerce.

PRODUCT, MATERIAL AND FABRICATION EDUCATION —

Paige is different that many other denim and apparel companies in that they invest heavily in the proprietary research and development of their own materials. This creates some complexity for customers who may need additional ways to visualize fit and feel beyond the traditional industry-centric ways the industry typically does it.

We took advantage of this unique fact of Paige's product offering and crafted a hub for fits and fabrications that educates consumers on the wide range of styles and materials & how those two things interact in different ways within different silhouettes, and at the same time accentuates Paige's brand and unique identity as an authority and innovator in the denim space.

WE'D LOVE TO LEARN MORE ABOUT YOU—

Let's explore new ways of working together. Get in touch and start your next project with us today.

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