Fieldform Storefront Design

Fieldform is a direct-to-consumer brand creating durable, minimalist gear for camping and hiking. When they approached me, they were preparing to launch a new product line and needed a storefront that reflected their values: sustainability, simplicity, and attention to detail.

Objective
The goal was twofold: create a fast, responsive storefront that could scale with their inventory, and design a shopping experience that felt as intentional as their products — less like a generic online shop, more like a curated brand experience.

Strategy
I started with a competitive analysis and audit of their existing assets: product photography, brand guidelines, and customer insights. We agreed early on that storytelling would be a key part of the experience — each product had a reason for existing, and the site needed to make that clear.

Design Approach
I designed a custom storefront layout with a flexible content system. Each product page supported long-form copy, image galleries, specs, and embedded field notes. I introduced interactive modules like "Compare Gear" and "Packed View" so shoppers could explore details before committing.

To support conversions, I optimized for quick add-to-cart behavior on mobile, added clear shipping details up front, and built a lightweight sticky cart component for smoother checkout flow.

Key Features

• Modular product page layouts with custom storytelling blocks

• Responsive image grid and smart zoom for product visuals

• Reusable content sections for materials, usage, and care

• Streamlined mobile cart and checkout experience

Outcome
Fieldform’s relaunch saw a 2.4× lift in conversion rate compared to their previous Shopify theme. The founder said customers were “finally seeing the product the way we always imagined it.” The new design also helped secure a feature in a popular gear blog within two weeks of launch.

This project combined product design, brand strategy, and performance-focused UX — the kind of challenge I enjoy most.