Ecomm Experience Director – Flexfit USA
Alessandro Fard
Ecomm Experience Director – Flexfit USA
Flexfit, one of the world’s largest custom headwear manufacturers, enlisted my expertise to create a microsite for their innovative new product, Flexfit Nu. The goal was to seamlessly integrate advanced parallax animation with e-commerce functionality while ensuring the microsite aligned with the overarching Flexfit brand and drove conversions.
Workstreams
Product Strategy
UI Design
Creative Direction
Duration
6 months
Process
Understanding the Vision
Flexfit Nu, designed as the future of premium headwear with ActiveGuard™ and Cool & Dry technology, needed a microsite that would showcase its cutting-edge features through engaging animated visuals. The challenge was to convey this vision while maintaining clear conversion paths and ensuring the microsite’s seamless connection to the main Flexfit e-commerce site.
Conceptualization Through Storyboarding
After reviewing the existing data, I determined that the most effective way to communicate our vision was through a detailed storyboard outlining the microsite’s interactivity and animation flow. This approach was highly effective, as it provided the executive team with a clear, visual representation of the project, gaining their enthusiastic approval to proceed to wireframing and high-fidelity design.
Design & Development Execution
With the storyboard as our guide, we moved into the design phase, focusing on creating a parallax animation that would captivate users while ensuring that the site’s e-commerce elements remained intuitive and conversion-focused. We carefully balanced aesthetic appeal with functionality to create a user experience that was both engaging and efficient.
Results & Impact
The microsite launch was a success, leading to a 28% increase in user engagement within the first month, driven by both paid and organic traffic. Although concrete KPIs were not available initially, post-launch analytics indicated a 15% increase in conversion rates compared to similar product launches. The positive feedback from the Flexfit executive team was overwhelming, and I was thrilled to be invited for future projects to further expand their digital presence.
Outcome
The Flexfit Nu microsite effectively combined innovative design with e-commerce functionality, resulting in increased user engagement and conversions. The project’s success solidified a continued partnership with Flexfit, opening the door for future digital initiatives.
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Posted Sep 30, 2024
I led the creation of Flexfit Nu's microsite, integrating parallax animation with ecom features, driving conversions, and aligning with Flexfit’s brand identity
