FREITAG e-commerce experience – making stories shoppable
Company
FREITAG lab. AG
Project duration
2020-2021
Role
Project lead and UX design
How FREITAG weaves stories into the online shopping experience
The challengeVisitors to freitag.ch are usually looking for one thing only: to find and purchase their very own unique truck tarp bag.
However, FREITAG also wants to share the complexity behind the production of each piece and raise awareness around circular thinking.
How can these two distinct perspectives be brought together?
When checking out a FREITAG bag the webshop’s visitors easily read up on the background of the material.
The resultFREITAG’s visitors stay on the shopping journey.
When they click on a story element such as a short video clip, an overlay slides in from the right, presenting digestible, bite-sized stories.
Once users have taken in the content, they simply close the overlay by clicking the X.
They remain on the purchase path – now even more reassured that this is a good buying decision.
E-commerce platform development for the clothing line needed different elements of explanation where foldables worked nicely to include this. Read more would open the
Process in detailIn close collaboration FREITAG and LIIP, reimagined the shopping journeys in interdisciplinary workshops.
Clickable prototypes were developed and were tested with potential customers, and iterated accordingly.
LIIP served as the external web development agency for the migration and redesign of freitag.ch.
I led the redesign both as an internal UX designer at FREITAG and later externally as UX designer and project lead.
Home, product detail page, account x membership, stories, check-out flow were key sub-projects.
“During UX design and research, Anna Nerz placed great emphasis on putting the user at the centre. With just a few clicks, visitors can now find their favourite unique item more quickly and with greater confidence.”
Fabio Calia, Lead Link Digital Channel at FREITAG
The nicely assorted rainbow only worked in the concept, in reality the mix has far more blue bags and works best at random load
Key takeaways
• Using real stock situation to design the “best product rainbow” would have proven the concept to be broken at an early stage and reduced many hours of coding.
• Splitting the project into packages and prioritising them for when to tackle what helped stay on track.
FREITAG e-commerce experience – making stories shoppable
Company
FREITAG lab. AG
Project duration
2020-2021
Role
Project lead and UX design
How FREITAG weaves stories into the online shopping experience
The challengeVisitors to freitag.ch are usually looking for one thing only: to find and purchase their very own unique truck tarp bag.
However, FREITAG also wants to share the complexity behind the production of each piece and raise awareness around circular thinking.
How can these two distinct perspectives be brought together?
When checking out a FREITAG bag the webshop’s visitors easily read up on the background of the material.
The resultFREITAG’s visitors stay on the shopping journey.
When they click on a story element such as a short video clip, an overlay slides in from the right, presenting digestible, bite-sized stories.
Once users have taken in the content, they simply close the overlay by clicking the X.
They remain on the purchase path – now even more reassured that this is a good buying decision.
E-commerce platform development for the clothing line needed different elements of explanation where foldables worked nicely to include this. Read more would open the
Process in detailIn close collaboration FREITAG and LIIP, reimagined the shopping journeys in interdisciplinary workshops.
Clickable prototypes were developed and were tested with potential customers, and iterated accordingly.
LIIP served as the external web development agency for the migration and redesign of freitag.ch.
I led the redesign both as an internal UX designer at FREITAG and later externally as UX designer and project lead.
Home, product detail page, account x membership, stories, check-out flow were key sub-projects.
“During UX design and research, Anna Nerz placed great emphasis on putting the user at the centre. With just a few clicks, visitors can now find their favourite unique item more quickly and with greater confidence.”
Fabio Calia, Lead Link Digital Channel at FREITAG
The nicely assorted rainbow only worked in the concept, in reality the mix has far more blue bags and works best at random load
Key takeaways
• Using real stock situation to design the “best product rainbow” would have proven the concept to be broken at an early stage and reduced many hours of coding.
• Splitting the project into packages and prioritising them for when to tackle what helped stay on track.
FREITAG e-commerce experience – making stories shoppable
Company
FREITAG lab. AG
Project duration
2020-2021
Role
Project lead and UX design
How FREITAG weaves stories into the online shopping experience
The challengeVisitors to freitag.ch are usually looking for one thing only: to find and purchase their very own unique truck tarp bag.
However, FREITAG also wants to share the complexity behind the production of each piece and raise awareness around circular thinking.
How can these two distinct perspectives be brought together?
When checking out a FREITAG bag the webshop’s visitors easily read up on the background of the material.
The resultFREITAG’s visitors stay on the shopping journey.
When they click on a story element such as a short video clip, an overlay slides in from the right, presenting digestible, bite-sized stories.
Once users have taken in the content, they simply close the overlay by clicking the X.
They remain on the purchase path – now even more reassured that this is a good buying decision.
Process in detailIn close collaboration FREITAG and LIIP, reimagined the shopping journeys in interdisciplinary workshops.
Clickable prototypes were developed and were tested with potential customers, and iterated accordingly.
LIIP served as the external web development agency for the migration and redesign of freitag.ch.
I led the redesign both as an internal UX designer at FREITAG and later externally as UX designer and project lead.
Home, product detail page, account x membership, stories, check-out flow were key sub-projects.
The e-commerce platform development for the clothing line needed different elements such as sizing, colours and more context such as size guide and material info, which was neatly stored in foldables.
“During UX design and research, Anna Nerz placed great emphasis on putting the user at the centre. With just a few clicks, visitors can now find their favourite unique item more quickly and with greater confidence.”
Fabio Calia, Lead Link Digital Channel at FREITAG
Key takeaways
• Using real stock situation to design the “best product rainbow” would have proven the concept to be broken at an early stage and reduced many hours of coding.
• Splitting the project into packages and prioritising them for when to tackle what helped stay on track.
The nicely assorted rainbow only worked in the concept, in reality the mix has far more blue bags and works best at random load