EILEEN FISHER
Site Redesign
The Challenge
Founded in 1984, EILEEN FISHER is a women's clothing label known for its stylish-yet-timeless design aesthetic. When it was time to change platforms from Magento to Salesforce Commerce Cloud, we were given the opportunity to implement a full site redesign that could better service our customers while staying true to the brand's elegant aesthetic.
Team Members
- Jon Gordon (Senior UX Designer, EILEEN FISHER)
- Martin Bone (Chief Creative Officer, EILEEN FISHER)
- Stephen Lawrence (Senior UX Designer, LiveArea/Merkle)
- Blair Silverman (Vice President of E-Commerce, EILEEN FISHER)
- Zachary Martz (Head of PMO, EILEEN FISHER)
- Darcy O'Donnell (Senior UI Designer, EILEEN FISHER)
- Rocco Cambereri (Senior Graphic Designer, EILEEN FISHER)
UX Skills Used In This Project
- Competitive / comparative analysis
- User archetype creation
- Information architecture
- Design system / style guide creation
- Wireframing
- Animated prototyping
- UI design
- Quality assurance
EILEEN FISHER Site redesign project guidelines
We set out to create a new web experience for our customers; one that felt visually on-brand and pushed forward the company goals of simplicity and sustainability. In order to better serve our core and acquisitional customers, we used real customer demographic data to create archetypes to help us empathize with customer needs.
EILEEN FISHER's Salesforce Commerce Cloud site was designed responsively for desktop, tablet, and mobile browsers. We use a 3rd party ADA tool to better serve our customers with specific needs.
Homepage and Product Listing Page for desktop, tablet, and mobile.
Simplified Navigation
In a bold statement about simplicity and sustainability, the site's navigation was streamlined into two level one categories: 'Shop' and 'Circular By Design.'
Site navigation in desktop and mobile/tablet sizes.
Fully redesigned Product Details Page