The Faherty family story and passion for quality craftsmanship is ingrained in their brand identity. Inspired by growing up on the Jersey Shore in Manasquan, Faherty’s clothing represents a way of life. Their vibrant and sustainable fabrics compliment all of life’s moments: the family barbeques, bonfires and ski trips. They chose Corra out of a variety of agencies because of our strong design capabilities and ability to provide recommendations to resolve their pain points.
Corra worked closely with the Faherty family to design an ecommerce site that conveyed their rich brand experience, through UX, Visual Design and unique Shopify Plus theme customizations. The brand invests a lot in how their customers experience their products (the founder personally selects fabrics and designs the stores to feel like visitors are relaxing at the beach) so they wanted an agency that relayed this level of consideration and attention to detail. Faherty turned to Corra to design a site that showcases their unique customer experience.
Instead of presenting static design files, Corra worked swiftly using agile methodology to deliver a transactional minimum viable product in under three weeks. The initial MVP was fully functional, containing content, brand elements, and visual design. Our team then worked with Faherty to continue iterating and refining with complex customizations that were completed and launched in 3 months.
Visual Interface Design
Corra’s overall goal was to design a customer journey that felt like one big shoppable lookbook. Typically, these collections are featured on a separate page from the shopping experience, or perhaps lightly integrated, but our mission was to tell a story around the styles and collections through lifestyle photography and videos that felt like the user was scrolling through a lookbook.
Shopify Plus themes are premium templates that allow merchants to customize content with ease and quickly establish the site’s look and feel. However, Faherty wanted to go beyond the theme and create a custom experience for their customers. For example, their About Us page previously used a static jpeg to convey the various stages of their unique story. Corra enhanced the theme to ensure flexibility in customizing content blocks directly from the Admin. As a result, the new pages allow for more dynamic usability and further exploration (if they’d like to experiment with video, content grids, etc).
Corra’s Designers also provided visual direction and worked around content blocks to break out of design grids and achieve an editorial flair.
Customizations and Back-end Enhancements
Corra’s engineers customized the PDP to address the limitation of 100 variants per product and allow for full-bleed lifestyle imagery and product videos. Faherty wanted to help their customers find what they’re looking for while maximizing exposure to different products. We started by cleaning up Faherty’s data structure (tags and product types) to resolve issues that were impacting findability. Then, we implemented a robust, app-based solution so customers can now select multiple options (color, price, etc) and enjoy a consistent filtering experience. To streamline internal operations for Faherty’s team, we standardized and consolidated the workflow to manage filters in a single location within the admin dashboard.
Corra delivered extensive customizations to Faherty’s new Shopify Plus theme in order to incorporate video assets from Vimeo. Our engineers also implemented customizations on the CMS page templates to allow for sectioning and video on content pages. For example, the About Us page now contains a ‘vlog style’ video of the brand’s story that really allows their audience to get to know the founder’s stories and the passion behind their vision. Corra enabled Faherty to easily add or swap out video themselves if they choose to in the future.
Corra’s cross-disciplinary teams worked collaboratively to deliver a completed redesign in record timing. We’re looking forward to watching Faherty grow and continue working toward a sustainably-minded production model. Stay tuned for success metrics. We’ll update this page as we collect consumer data from the new site experience.