E-commerce redesign for NYC-based menswear apparel label

Seneca's specialty is mature, smart-casual menswear. By using responsibly sourced materials and having a defined set of company values, they indicate their aspirations of delivering sustainable, functional, comfortable, and elegant clothing that lasts longer.

Our goal was to increase conversions and make an already existing website more accessible and pleasant to use on mobile. Additionally, some of the issues to be addressed were website length, the number of clicks it takes to reach the product page, and brand identity consistency. Our UX analysis included the Cognitive Walkthrough method, during which we approach the website from the perspective of a new user.

Unlike many other projects we’ve done, instead of building a new website, we’ve overhauled the interface of an already existing page. Our UX Audit & Strategy process incorporated thorough website research. Once we agreed on what works, we sat down to UX- and UI-related work, both on the front- and back-end.

Mobile user experience was one of the key issues to be addressed, so we suggested simplifying the website’s contents by giving the omnipresent photos and captions a little bit of space. With enough breathing room, high-quality model photography became bolder and more emphasized. The icons, buttons, and menus also benefited from more legroom, offering a much more streamlined experience.

Product Detail Page (PDP) received the most impactful overhaul. The task at hand was to direct more of the user’s attention to the product itself. We’ve shortened the page and reduced the number of details, making the photographs a natural centerpiece of the page.

Product Listing was another area, where we streamlined and simplified the experience. We’ve cleaned up the grid, limited the number of products appearing in a row on mobile devices, and added functional filters and features, such as “Notify me” and “Quick add”.

Seneca’s new website’s branding is as smart-casual as their clothing. Here, maturity meets confidence, as cool grey and white elements are complemented by lively orange, with delicate shades of beige completing the sophisticated, modern look. Acumin Pro is a gold standard of typography, and this versatile sans-serif font goes well with the professional ambiance of this brand.