Designing better product discovery for a growing brand

How might we re-design the page to be as accessible as a catalogue e-commerce site, while upscaling the experience to reflect brand values?

Theory is a contemporary fashion brand known for its minimalist, sophisticated designs that blend luxury with everyday versatility. Focused on high-quality fabrics and impeccable tailoring, the brand offers elevated essentials for professionals and modern lifestyles. Positioned in the accessible luxury market, Theory bridges the gap between premium basics and high-end fashion with a refined, understated aesthetic.

ROLE

In 2020, I was asked to evaluate their Women’s Pant Edit Page to see where I would optimize the experience.

My objectives for the page was to make sure my designs were

Intuitive - Is it easy to use?

Enjoyable - How does the user feel as they are on the page?

Reflected where the brand stood in the market - Does it feel luxury or mass market?

Not an Overhaul, but Enhancements - What is the least amount of change that can be made to increase value?