All work
E-commerce · 2024
Northwind — technical outerwear
Hydrogen storefront for a technical-outerwear brand, with fabric-spec PDPs and a guided fit finder.
Client
Northwind Outfitters
Industry
Performance apparel
Duration
11 weeks
Year
2024
ShopifyHydrogenDTC
northwind.shop / collections
Northwind
ShopStoryJournal
Cart (0)
New collection
Considered homeware
Product 01
£48.00
Product 02
£60.00
Product 03
£72.00
Product 04
£84.00
Product 05
£96.00
Product 06
£108.00
Fig. 01 — Production UI · 2024Northwind Outfitters
Year
2024
Category
E-commerce · 2024
Stack
ShopifyHydrogenDTC
Scope
- Hydrogen front-end
- Fit finder logic
- AR try-on integration
- Returns workflow
The challenge
What they needed to solve.
PDPs read like spec sheets; returns ran at 38%. The fit finder lived in a separate Typeform that bounced traffic.
Our solution
How we approached it.
Layered PDPs combining lookbook + spec layers, in-line fit finder using body-shape inputs, AR try-on for hoods.
Web design
Design decisions.
Palette
#0f1217
#e8e3d8
#c75e3b
#2c3540
#7a8a92
Typography
- AaSöhne Breit — display
- AaSöhne — UI
- AaJetBrains Mono — specs
Layout system
Spec layers toggle via tabs. Photography prioritised over copy.
Design highlights
- Inline fit finder, no modal
- AR try-on for technical hoods
- Returns triage via SMS
Before · After
What changed.
northwind.shop / collections
Northwind
ShopStoryJournal
Cart (0)
New collection
Considered homeware
Product 01
£48.00
Product 02
£60.00
Product 03
£72.00
Product 04
£84.00
Product 05
£96.00
Product 06
£108.00
northwind.shop / collections
Northwind
ShopStoryJournal
Cart (0)
Sale
Spring Sale Now On
Product 01
£24.00
Product 02
£36.00
Product 03
£48.00
Product 04
£60.00
Product 05
£72.00
Product 06
£84.00
Drag to compare ←→
Fig. 02 — Drag handle to reveal before / afterNorthwind Outfitters
northwind.shop / collections
Northwind
ShopStoryJournal
Cart (0)
Sale
Spring Sale Now On
Product 01
£24.00
Product 02
£36.00
Product 03
£48.00
Product 04
£60.00
Product 05
£72.00
Product 06
£84.00
Spec-heavy PDP, off-site fit finder, 38% returns.
Returns
38%
Conv. rate
1.4%
AOV
£124
Lighthouse
61
northwind.shop / collections
Northwind
ShopStoryJournal
Cart (0)
New collection
Considered homeware
Product 01
£48.00
Product 02
£60.00
Product 03
£72.00
Product 04
£84.00
Product 05
£96.00
Product 06
£108.00
Layered PDP, in-line fit, AR hood try-on, smart returns.
Returns
17%
Conv. rate
3.1%
AOV
£176
Lighthouse
96
Results
What we measured.
01Return rate 38% → 17%
02AOV +42%
03Fit finder used by 64% of buyers
04Repeat purchase up 28%