IF:Gathering

Overhaul for a multi-million dollar Shopify store

By Adam King

IF:Gathering's store was performing pretty well sales-wise, but they'd get frequent complaints from would-be customers who couldn't find products they were looking for on the site. There was no real navigation, and the site managers wanted to be able to feature products without burying them in a carousel. Search was hard to find, and the results pages ugly. The typography inconsistent and weak. Weird "select product type" fields showed up on all product pages regardless of whether they had variations on that product or not. Mobile support (where a large portion of their sales were made) wasn't great. We set out to fix these things.

Here's a couple screenshots of the original store theme:

Mockups

After getting an idea what they were looking for, I hopped into Sketch and drummed up these layouts. My constraints were that I couldn't change the header and needed to abide by the spirit (if not the exact word) of their branding guidelines.

I spent too much time trying out different typefaces, but once I'd landed on options I liked, I did a mockup of the new sidebar nav beside two large photo-features.

IF's team decided they'd rather have one large feature, with two smaller beneath, so I produced that layout second, along with adding the collection teaser rows below.