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HUCKBERRY
HUCKBERRY
Year
2019-Present
Team
Strategy, Design, Engineering
Program
Factory, Track
Service
Digital Design System
Content Strategy
Ecommerce Design
Editorial Design
Information Architecture
Platform Development
Headless Development
Brief
Bondfire partnered with Huckberry to redesign and rebuild their e-commerce channel.
Bondfire was brought in to holistically redesign and rebuild Huckberry’s e-commerce channel. Coming off a brand identity refresh, or goal was to update the look and feel of the site, address conversion pain points, and implement the frontend codebase utilizing a headless React + Ruby on Rials technology stack.
Working across marketing, merchandising, product, and executive teams, we focused on streamlining the shopping funnel, providing flexible content management blocks, and expanding the newly minted brand identity into a comprehensive digital design system.
Results
Mobile Conversion Rate
+32%
Desktop Conversion Rate
+25%
Average Order Value
+15%
Discovery
We met with the co-founders to align on the core brand, business initiatives, and goals.
In 2019, Huckberry had already established itself as a premier online men’s retailer. Bootstrapped, profitable, and proud, it was important to understand the DNA of the brand, and what brought them to where they were at the present moment.
Testimonial
“Working with Bondfire has been one of the most satisfying agency experiences I've ever had. The Bondfire team are equal parts arts and science, and worked with us from day one to truly understand our objectives, and deliver UX/UI that improved our conversion rate yet was also creative and original. Perhaps most importantly, Scott, Daniel and crew have no ego and are a lot of fun to work with. I can't recommend Bondfire enough.”
Andy Forch, Huckberry Co-Founder
Solutions
We worked across every department to establish systems that would effectively scale.
Supporting such a large merchandising assortment is no easy task, which emphasized the need for cross team collaboration and systems support. We made sure marketing, branding, merchandising, and tech teams were set up with the platforms architecture required to roll out new product week after week.
We designed a cohesive system of editorial, commerce, and merchandising components for use across the site.
A uniquely own-able aspect to the Huckberry brand is the frequent rollout of brand collaborations, releases, and events. We designed a set of components that would allow their team to create consistent yet unique pages to support these collaboration programs.
We were able to leverage the existing image library to work harmoniously within the new design.
The Huckberry catalog contains thousands of products, which mean a full reshoot was definitely off the table. Our team developed a scalable system for applying background colors in the frontend codebase, ensuring the existing asset library fit seamlessly within the new site design.
We put a strong emphasis on the mobile experience to lift conversion rates.
With the email channel driving a huge amount of traffic each week, there was a clear objective to make the mobile experience as seamless as possible. From landing, to navigation, to purchase, our team took special care to create a top notch UX.
We evolved the homepage into a more flexible and contemporary design system.
Two years after the initial launch, the Huckberry team had an more sophisticated understanding merchandising objectives and user data to help drive new landing page design decisions. Our team stepped in to help evolve the experience and provide the Huckberry team more flexibility to build a effective conversion funnel.
We developed a journal platform for blending content and commerce, as only Huckberry could.
The editorial and merchandising teams work hand-in-hand creating beautiful content that supports a compelling product story. These stories required an elegant home, which was launched as the Huckberry Journal 2.0.
Case Studies