After winning this pitch against some of the biggest agencies in Canada, we were tasked with the research, strategy, UX and design necessary to reimagine Roots.com into a fully personalized ecommerce and lifestyle experience while collaborating with the Roots in-house team and their Commerce Cloud partners.
I was the lead designer on the project responsible for conceptualizing the look & feel, collaborating with the UX team, executing all designs and also working closely with the client until completion.
Alongside an overhaul to the UX and implementing data-driven personalization, we improved the path to purchase by removing as many obstacles to product discovery as possible while also integrating seamless yet subtle upselling features. We implemented new visions for the product list and detail pages, editorial and lookbook content, space for promotions and launches, in-store inventory, wish list functionality and brand story pieces – all focusing on conversion both online as well as in-store.
Client: Roots Canada
Agency: Idea Rebel
Creative Director: Andrew Mowbray
UX: Tiffany Kwong, Ryan Short