Fat Face is not just about clothing. Its customers are drawn to the stores, the staff, the craftsmanship and the brand’s philosophy of embracing life outside of the nine-to-five. When the UK retailer partnered with Huge to redesign FatFace.com, the first step was finding the right method of translating the in-store experience to digital without tainting the parts that people love most.
We set out to build an experience that aligned with Fat Face’s casual and sociable attitude, and that meant telling stories and connecting with users. Working with the retailer’s web platform provider Venda, we created a dynamic grid structure for the homepage that features products, interspersed with brand stories and lifestyle images. As you scroll, more products and stories appear, adding to the conversation and enabling browsing just as in-store. For instance, select a product and it opens a detail view inline on the page — like taking something off a hanger and looking at it.
Filters allow the user to tailor the page to their needs without having to open products in new pages. Customers are also able to share their favorite products with friends on social media and post product ratings and reviews, expanding Fat Face’s reach.
Our initial redesign of FatFace.com was launched in the fall of 2013, but we continued work with Fat Face to optimize the user experience across platforms and devices, with responsive design and fluid layouts. In November 2014, we launched a responsive solution with three extra breakpoints, to adapt to tablets, small tablets, mobile and desktop. Additionally, we worked to improve the checkout flow for all platforms. This responsive redesign has received wide praise and helped Fat Face grow its Christmas 2014 ecommerce by 25% compared to the previous year. Visits from tablet and mobile devices were also up by 55%.
The Fat Face community, including fans and employees, love the new site and play a key role in its success. Since launch, Fat Face ecommerce has grown 39% to account for 15% of its total sales.