Edie Parker is a brand of vintage-inspired clutches, handbags, and other accessories based in New York City.
Founded in 2010 by designer Brett Heyman, Edie Parker sprang from Brett’s love of mid-century style and constant search to find the perfect acrylic clutches in vintage shops. Inspired by these bags made in America in the 1950s and 1960s, she began collecting the vintage purses and researching their long lost designers and original fabrication techniques. When Brett could no longer find the clutches she coveted, she decided to remake them for a new generation using the same technique; meticulously handcrafted in America.
Our focus for the Edie Parker Shopify website launch was to establish a more intuitive navigation and develop a new visual system that brings the product to the forefront and showcases lifestyle content in context.
After conducting an in-depth audit and research phase to understand how users were currently shopping, we restructured the navigation to create clear pathways to key pages and gives users an easy look at what Edie Parker offers without having to do take too many steps.
One of our main focuses was to create a stronger Product Detail Page that is not only focused on conversion, but lets the product and the quality behind the materials shine. Each product page features a fixed scroll that showcases the meticulous design of each prodcut along with an area to highlight the material in combination with video and look book content.
In addition to telling the story of the product, we designed a cross-selling pop up that slides in after the user adds to cart to encourage accessorizing their bag with Edie’s signature charms.
In addition to the homepage and product page experiences, the new design system was carried through to the rest of the website to align with the new look and feel, including the customization flow and product collection pages.