Overview
Herschel bags evoke feelings of exploration, adventure and timelessness, but their website and content structure struggled to bring the same sentiments into the digital shopping space. An enhanced content strategy and UX structure resulted in a streamlined shopping experience as well as a design system that supports contextualized brand storytelling alongside product information.
Client
Herschel Supply Co
Industry
Consumer Goods
Service
Content Strategy
UX / UI Design
Agency
Elva
Clarity Through Content
Customers struggled to understand the size and features of Herschel’s backpacks due to a lack of contextual imagery and buried product information. The new design system leverages a clever combination of on-model lifestyle videos and photos, iconography, and guided selling tools that keep the user both educated and invested in the spirit of exploration.
A Smarter Shopping Journey
An overhaul of Herschel’s taxonomy structure resulted in a new visual navigation that showcases product categories alongside lifestyle and educational content. Feature-based shopping paths accelerate wayfinding through the product catalog and direct access into a categorized Bag Finder experience allows customers to quickly locate what they came for or discover catered recommendations for their needs.
Built for Everyone
The new content strategy and expanded design framework enabled stronger brand storytelling through the addition of Herschel Stories, editorial lifestyle content with ties back to shopping, and the launch of Little Hershcel as a destination for kids using bright colors and energetic illustrations. A custom backpack creator also invited an element of creativity into the site, giving every demographic something new to discover in the online experience.
