Free People Retail
The current version of FreePeople.com represents a major generational shift for the retail eCommerce site. The previous site served the brand very well in expressing the Free People idea, but lacked some of the modern execution that shoppers currently expect. The new site focused on several key areas for this top-to-bottom re-envisioning of the site.
The user experience needed to embrace the most recent developments in thinking about how someone shops online. How do shoppers find products? How do they move through the site and engage with both the products and the company itself?
It also needed to be a strong communicator of the Free People brand; not just by the products it sells but by weaving the Free People values into the fabric of the site. Free People shoppers aren't simply buying clothes, they are using them as raw materials in the expression of their personality.
Responsibilities
The design framework allows for dramatic styling changes with minimal effort.
The design framework allows for dramatic styling changes with minimal effort.
The design framework allows for dramatic styling changes with minimal effort.
The design framework allows for dramatic styling changes with minimal effort.
We The Free branded homepage.
Shoppers can choose between small, medium (shown) or large images on category pages.
Shoppers can choose between small, medium or large (shown) images on category pages.
The site features responsive techniques, allowing shoppers to see more or less items depending on the size of her screen.
Products can also be displayed in a collage format, either by shopper choice or Free People merchandising.
The collage format is also responsive, growing with the browser.
Product detail page.
We The Free branded product detail page.
Free People Mobile site, homepage and category pages.
The product detail page offers a surprisingly pleasant shopping experience.
Mobile checkout
Mobile account pages.
Social shopping collections landing page.
Collection page
Collection pages also reconfigure based on the size of the screen.
Shop directly from within the collection.
Public stylist profile page
New checkout process - Shipping
New checkout process - Shipping - Add Address
New checkout process - Billing
New checkout process - Review Order
Checkout process diagram
Design Challenges
Create a framework that allows for dramatic stylistic changes while retaining a consistent structure.
Free People is all about creativity and expression. They change and evolve faster than other brands. In order to embody this philosophy, the website experience had to allow for the same type of freedom and flexibility. A structural framework established a method that allows Free People's in-house designers to change the aesthetics of the site while retaining a consistent layout and user-experience.
Embrace the wisdon of the crowd
A social shopping component allows shoppers to assemble collections of their favorite Free People clothing. These collections can be viewed and shared with other shoppers to build bonds and inspire outfits. product detail pages feature collections in which the item is included. Shoppers can follow their favorite stylists as well.
Create an responsive shopping experience across all screen types.
Understanding that shoppers are viewing the website on different types of screens and devices, we wanted to be sure each person was having an optimum experience that allowed them to view the site how they want. Depending on the monitor size of the shopper, the site contents are displayed differently, making the most of the screen real estate. This has come to be known as responsive Web design.
When viewing products, there is the traditional grid mode as well as an innovative collage mode which presents a more visual experience. In grid mode, shoppers can choose to see fewer products with bigger photos or more products with smaller photos. At the product detail level, shoppers are given everything they need to make a well-informed decision — huge photos, reviews, similar products, other items the model is wearing — but in a way that does not detract from the garment itself or drown the shopper in text.
Mobile shoppers have a different, more streamlined experience that manages to express Free People style while understanding the unique context of a mobile device.
We were careful to make sure these dynamic elements were gracefully added; understanding they should add value and not complicate the shopping experience for people who don't make use of them.
Accommodate a growing brand family.
Free People is the fastest growing brand within the Urban Outfitters family. Recently, this growth has led to the spin-off of two new Free People brands, beside the main Free People Collection. We The Free and FP Intimates focus on two different areas under the Free People umbrella. Since these are product lines that had previously been available exclusively through Free People — and thus closely aligned to the main brand — we needed to establish their separate identities while still connecting to larger FP family.
Since launch, Free People has pulled back on the sub-brands and are no longer marketing them seperately.