Munich, Germany

The Fashion Story — Brand Strategy case study

[Case study — 02/07]

Every story you tell is your own story.

[Client]The Fashion Story, Betty Barclay Group
[Industry]Fashion e-commerce
[Services]Digital Brand Design, UX & UI Design, User Testing, Landing Page Design, Conversion Rate Optimization
The Fashion Story shop unfurling from a phone

We transferred interaction concepts from popular social media apps to e-commerce. The Fashion Story now offers its users an engaging way to discover fashion trends and products.

The Fashion Story combines various brands from the Betty Barclay Group into a new kind of shopping experience. By telling fashion stories it builds a stronger relationship with its customers. Working closely with the client, our goal was to translate Betty’s brand strategy into digital and immerse their customers in that brand world.

Interactive story concept

Our concept offers an engaging shopping experience, where customers connect with the brand on a deeper level as they explore collections and discover styles that tell a story.

[01 — the story wall: social interaction patterns, moved into commerce]
Product quick view opened from inside a story
[02 — tap through a story, buy the look without leaving it]

More emotional and dynamic content

The Fashion Story leverages video and story content to infuse emotion, creating a captivating user experience that vividly brings the brand’s stories and products to life.

[03 — video carries the campaign across the whole home page]
[04 — the story viewer on the desktop: the film, and what is in it]Desktop story viewer with the products from the story alongside it
[05 — every story collected in one place]The stories overview page on a phone
[06 — each card a doorway into a collection]Three story cards: Vera Mont x Motsi, Cartoon Jungle, Story label

Prototyping & user testing

By embracing prototyping and user testing throughout the design process, we were able to incorporate user feedback directly, so the UI is not only intuitive but also resonates deeply with users’ needs.

[07 — the clickable prototype the user tests ran on]The clickable prototype: every screen and every link between them
[08 — the screens that came out of it]A strip of finished screens: story, product list and product detail
“Neverdone guided us seamlessly from concept to design implementation, shaping the project’s success with their expertise, hands-on approach, and innovative ideas.”
Anna-Carina Maerz[Anna-Carina Maerz — Senior Director E-Commerce @ Betty Barclay Group]
[More work]