The Denim Shop

Project Overview

Client: White House Black Market 
My Role: Digital Designer

White House Black Market has been a leader in women's workwear fashion. I was the lead on the redesign of the denim landing page. The marketing team wanted a more robust page and content for the WHBM customers that would launch in the Fall season.

Project Goals

• Build a new denim landing page with shoppable functionality across the different pant shapes (Skinny, Slim, Straight, Bootcut, Flare) to increase conversion and AOV.

• Position WHBM as a leader in denim by providing robust content on fits, rises, fabrics, and innovations.

Research

Competitive Analysis

Reviewed denim guide functionality from key fashion competitors.

Data Analytics

Partnered with the site team to understand customer behavior (device usage, mobile scroll patterns, shopping preferences).

Design System

Leveraged WHBM’s existing type and modules while introducing new components tailored for this project to increase the impact.

Key Features 

Shoppable Leg Shapes

Mobile users scroll and tap through styles. On desktop users hover andclick to reveal descriptions and CTAs.

Fits Section

Highlighted as a key feature where images dynamically update based on user selection.

Rises & Fabrics

Introduced new interactive modules with custom CAD illustrations (from the fashion designers) showing rise placements and fabric details.

Denim & Couture Module

Full-width section with bold model photography to showcase styled denim looks and designed to provide visual contrast.

Reflection

• Increased traffic and higher denim revenue post-launch. 

• High click-rates on the leg shapes, as bootcut as the #1 clicked on when this launched in 2020.

• Align photo direction with the Creative Director and Art Direction to get all the images shot together. Moving forward that is a goal for the team so the images are more cohesive on the entire page.