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Loom & Last

Refreshing the eCommerce user experience for the luxury bed linen, curtains, blinds and fabrics retailer.

Design, Development |

Founded in 2006, the Natural Curtain Company set out to take the faff out of made to measure curtains. So they kept things simple, using natural fabrics to create beautiful handmade curtains and blinds.

Prompted by a brand expansion into new product categories, in 2019 the business executed a rebranding to Loom & Last.

Strawberrysoup helped to realise the new brand vision by delivering a clean, image-led eCommerce website redesign befitting for a luxury brand.

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We helped the Natural Curtains Company relaunch as Loom & Last.

Natural Curtain Company’s brand proposition had broadened over time; as such, this prompted the business to undertake a strategic rebrand, including a renaming exercise.

This in turn created a need for refreshing the website to reflect the new visual identity. With product categories growing and several UX challenges to overcome (in particular the presentation of disparate products with varying degrees of customisation available), Strawberrysoup was approached with a view to delivering and the brand a new eCommerce website design.

The scope of the project was to significantly overhaul the user interface and visual design to reflect the new branding – with the over-arching aim to both improve user experience and streamline the key eCommerce journeys to conversion.

This process encompassed project workshops, revisiting the Information Architecture, producing concept and finalised designs for the entire site. Working to a mobile-first approach we illustrated the responsive approach to the design, ultimately providing mobile, tablet & desktop designs and an accompanying styleguide for Loom & Last’s development team to work from.

Interactivity

To embrace the luxury lifestyle nature of the brand, we created a ‘Shop the look’ way of browsing product, with clickable hot-spots on lifestyle imagery allowing users to be both inspired and easily presented with cross-sell opportunities.

Lifestyle Photography Shopping Experience

The site design needed to breathe life into the concept of a shoppable, editorial-like experience. Strongly visually-led, whilst adhering to eCommerce usability best practice.

Product Pages

The user interface needed to remain consistent yet offer a tailored approach depending on the product type a customer is interacting with, as a number of products offer users ability to customise with numerous attributes.

We went through drafted the requirements for all product types, engaged in prototyping and developed a suite of standardised UI components, a pattern library to cater for products with shorter/longer customisation options – enabling Loom & Last to achieve a consistent, sustainable and scalable design moving forward.

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