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CAMILLA AND MARC
Statement-making design simplicity with an eCommerce experience to match.
Focus
D2C
Sector
Retail, Fashion & Apparel
Key Outputs
Re-imagined customer experience
New eCommerce website design
Information architecture & taxonomy
Digital art direction
Premium User experience developed through data driven strategy
Modular content design system
Omnichannel optimisation & improved path to purchase
CAMILLA AND MARC is a leading Australian fashion design house, renowned for statement-making simplicity. With timeless tailored silhouettes consisting of rich fabrications, and easy femininity mixed with masculine tailoring and androgynous shapes the brand has long been loved for its effortlessly wearable wardrobe pieces.
CAMILLA AND MARC approached WeAreDigital to reimagine and execute a new direction and customer experience for their new website that was as streamlined and crafted as the pieces the brand is known for.
Working closely with the CAMILLA AND MARC in-house digital team, a sprint approach was utilised to develop the brand digitally into a modernised, mobile-first experience that challenges convention and injects style and brand personality into the website. The new experience has brought to life the brand's renowned visual content identity, elevated its effortlessly wearable product portfolio, and delivered elevated navigation that optimises user experience.
Outcomes
Day design sprint from concept to rollout
Key page templates designed and shared
Happy client
NPS
Highlight 01
A rapid and transformative redesign that enhances user experience.
The rationale behind the engagement was simple, to amplify and enhance a digital experience that the target audience were accustomed to - streamlined, refined typographic systems, and immersive imagery.
Rethinking the existing, WeAreDigital observed imagery that underserved the beautiful product photography, missed key information in the purchase funnel, and a navigation that proved to be cumbersome and obstructive to seamless browsing.
This design project was well suited to a sprint format, with all work from prototyping, design concepts, testing and final designs completed within an intensive 20-day period with regular check-ins instead of one presentation at the end of the period. WeAreDigital worked concurrently to the rebrand project being developed by international design consultancy M35, taking typography and layout cues from M35’s creative concepts to create a holistic experience that was elite yet accessible.
Highlight 02
Shaping an anatomy of design reflective of the brand's philosphy.
A refined and crafted type system was developed to caption and convert, while importantly letting the imagery shine through, with the exception of large marquee text which is a distinguishable design feature of the homepage. The design approach of a minimalistic UI was instrumental in creating functional product cards – and the motivations were clear.
WeAreDigital needed to create an information hierarchy that is incredibly scannable. Allowing customers to become familiar with the way the homogeneous collection of information is presented and quickly reinforced through repetition.
But what tertiary variant information is necessary to showcase to customers and at which points? When should the product cards be entirely shoppable, and when should click-through and discovery be encouraged? For highly styled products such as these, at a product page level, purchasing accessories and complementary products is a must, facilitating direct transactions of add-on products without leaving the product page in question.
Highlight 03
An elevated navigation for a simplified and seamless browsing experience.
Insights derived from the CAMILLA AND MARC customer base revealed dedicated and habitual season buyers. This demonstrated the need for ensemble-making to be a key area of focus for both the homepage, product pages, and shoppable lookbooks. This target audience, was a major area of focus throughout design sprints, with exploration of how best to represent this information in dynamic and engaging ways.
Internal workshops took place to discover the best representation of the brand's vast collection in product categories. The end solution is a full-width mega menu with low-profile approach. Search functionality was transformed to an instant search that presents a selection of popular search terms and curated products, displayed as the customer types.
Through simple product filters, and fast page and interaction loading, viewing the large product collection is an easy and barrier-less experience.
Services
Design
Information Architecture
Prototyping
Art Direction
Interface Design
Interaction Design
Experience Design
Design Systems
Design Guidelines
"On Point. On time. WeAreDigital nailed it! A full redesign in 20 Days. We couldn't be happier with the result and the team were a dream to work with."
- Nadia Lotter, Head of Marketing and Digital Manager, CAMILLA AND MARC
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