Aussie Grit Apparel
Aussie Grit Apparel is a premium brand with a powerful story to tell. At the same time, in order to grow and reach a wider community, the company needs to be commercial. Finding the right balance between story telling and selling product was a big challenge. The key was finding a way to connect the two seamlessly so that content helped sell product and selling product allowed us to reach a wider community and share our passion for connecting people with nature. Information Architecture was key in achieving this.
DESIGNING A CLEAR MESSAGE THROUGH CLEAR CONTENT
Nature images can often take over to the point where the message is lost. We needed to avoid images where:
too many colours distract from message
subject is too small and product and effort is not visible
beauty takes over and takes away from challenge
text gets lost
Our on-line experience needs to portray brand values immediately so the choice of image and it’s text are vital. Backgrounds need to either be white or neutral so that the user can easily focus on the activity and product. The brand values need to be felt immediately:
CONNECTED TO NATURE
FOCUS ON FUNCTION
CONVERSION RATE PROBLEM SOLVING
Research into low conversation rates highlighted the following issues. Users had to scroll too much when they landed on product page. Sizing information was very hard to find to the point where customers were unsure which size to purchase. Because users didn’t know the brand they wanted info regarding returns to build trust.
the conversion rate increased by 45% with these changes
to see final website click here