User Interface Design
User Experience Design
Information Architecture

Stella McCartney, 2021

We partnered with Stella McCartney to elevate the brands’ digital presence. In collaboration with the eCommerce, operations and creative teams, we navigated the brand onto the Salesforce Commerce Cloud platform, refactoring much of the site and making the shopping experience mobile-first, accessible and full of Stella’s unique tone of voice.
Focus areas
After auditing the existing user journey it became apparent that much of the traffic was arriving directly onto the category and product pages through social media and search channels. We analysed these pages for areas in which we could improve.
Seamless mobile experience
Like many online retailers, mobile is the focus for the brand going forward. We removed unnecessary clutter from the product pages and gave the user a frictionless path-to-purchase supported by helpful feedback and slick interactions. This was paired with a fast mobile checkout that provided multiple payment methods.
The whole collection
Stella’s collection is split across three categories: Mainline, adidas by Stella McCartney and Kids. We designed a robust and accessible filtering system to accommodate for all types of refinement.
Built for everyone
Accessibility was a large portion of the project strategy and at the forefront of every design decision. We worked closely with the front-end developers to ensure it translated correctly into code.
Stella has been at the forefront of sustainable practices since the brand’s inception. We designed a content hub that showcases the methods in which the brand is leading the way in the luxury sector; from a detailed timeline to rich editorial pages.
“Hemlock have been a great design partner for us as we navigated onto a new platform. They are keenly aware of modern eCommerce best practices and UX patterns and bolster that knowledge with an ability to visually articulate our brand in a digital setting.”
William Doyle
Head of Digital, Stella McCartney
COS Global Redesign
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