FASHION + APPAREL | BRANDED ECOMMERCE
MISHA NONOO
Parts & Labor
Digital Strategy
Branded eCommerce Design
Conversion Rate Strategy
Art Direction
Content Strategy
Post-launch Monthly Support
Context, please
Misha Nonoo is New York based purpose-driven womenswear brand dedicated to producing a capsule wardrobe for the modern woman. They believe that the future of the fashion industry will look radically different than it does today and aim to help build that future by pioneering on-demand manufacturing practices, while maintaining a commitment to sustainability and female empowerment.
Tell the story. Push some product.
The primary focus was to improve engagement, performance and increase conversion rate, while delivering a sophisticated, user-friendly shopping experience for the Misha Nonoo brand.
To properly assess and improve the existing site, a complete frontend and backend audit of the site was performed. A detailed assessment of the website, brand, content, messaging, user experience, customer journeys, competitors and digital footprint was conducted.
From day to play. A brand on the move
Overhauling the homepage brought about a new content strategy heavily focused on promoting more products, as many ways as possible. While the previous version of the site took on a more subtle, editorial approach when it came to sales, Misha Nonoo now desired are more direct way of engaging with customers, telling the brand story by showcasing the product more integrated into the lifestyle of the target audience – professional women on-the-go.
The Project Vision
Misha Nonoo had recently launched a new, but very basic ecommerce website. There were issues throughout the shopping experience, preventing them from meeting their engagement and conversion goals. To resolve this, they needed data-driven design and functionality improvements to the overall shopping experience in order to enhance engagement with customers and increase their online conversion rate.
Cool, calm and Collections
Even as a boutique fashion brand, the Misha Nonoo online store houses a large number of collections. To help customers find exactly what they're looking for, clean and elegant filter controls, quick add overlays and large product grid images were integrated on collection categories.
It's in the bag
The brand utilizes a clean and minimal design language throughout the site. On the product detail, this allows the UI to clearly present product features and selection options, eliminating as much opportunity for product confusion as possible.
The Solution
To properly assess how the site could be improved, a complete front and backend audit of the site was performed as well as a detailed assessment for the client. Sweeping upgrades and improvements to the user experience were integrated, addressing everything from content and navigation, to UI design and layout, speed, functionality, and customer journeys. Misha Nonoo's onsite conversion rate had more than doubled to the highly coveted industry benchmark of 2% within the first two months.
The path to purchase
The majority of the brand's online sales were being made from mobile browsers, so ensuring that the customer journey was optimized for mobile was absolutely key in boosting the conversion rate growth.
Design it, build it – wear it
Misha Nonoo was looking to integrate a new Husband Shirt landing page, as well as additional functionality to allow users to customize their own signature Husband Shirts. The new feature performs like an integrated app, allowing shoppers to make various selections, and view the customizations on the actual shirt.
In addition to customizing and personalizing their shirts, users are also able to build their own custom packs at a discount.
Loyalty is everything
Sales conversions were greatly improving, with both new and recurring customers frequently purchasing online. The new MN Network program was rolled out, with a custom designed landing page informing customers of the benefits of joining, as well as the customized integration of a Shopify loyalty rewards platform.
