ROOTS
Revitalizing
an iconic canadian brand
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 the website of the beloved Canadian brand Roots. We completely overhauled the site to create a fully personalized, e-commerce and lifestyle experience all while collaborating with the Roots in-house team and their Commerce Cloud partners. Leading the design on the project, I was responsible for conceptualizing the look & feel, collaborating with the UX team, executing all designs, guiding development and also working closely with the client until completion.
Services
Art Direction
Web design
Agency: Idea Rebel
Creative Director: Andrew Mowbray
Designer: Michael Fazal
UX: Tiffany Kwong
Link: Roots.com
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.
