Feathermen is the name of the small workshop that crafts everyday accessories, such as wallets, phone cases and skins. All products are made by hand using only high-quality natural materials.
- UI/UX Design
Making the concept and planning of the products took more then a year, so he was short on time and budget for building a custom webshop, therefore, he had to use a template for the launch. Consequently, in the beginning we focused on creating the brand only.
During the first year, both feedback and reviews of the products were amazing. That inspired him to continue working on the project, and revive his old idea, to build a custom designed webshop.
The template was built for a large amount of products, but here, he needed something minimalistic with a focus on a small number of items. In other words, he asked me to remove all unnecessary things and simplify the expereince as much as possible. The ordering process was cluttered too, which ended up with lower conversion rate due to cart abandonment.
The bounce rate was a problem too, mostly because of non-optimized graphics, so the load time was too long, which lead some users to “bounce off” before the shop fully loads.
In my early days, I worked for three years in a local computer web store as a manager and designer, and that experience helped a lot for this project. The Feathermen’s webshop is powered by WooCommerce, which I adjusted to the small number of products, getting rid of all unnecessary features and options, as requested. The goal was to offer fluid experience making an effective navigation design, which was crucial for guiding a potential customer.
Nikola, our “Swiss Army Man”, was in charge for the implementation of the new design into the WordPress, with a little help from Vladan Tacic.
- 20% quicker ordering process
- 2.5s faster loading time
The Brand itself consists of Native American symbols: tepee, arrow, feather and wood. The logo was created to resemble the shape of a traditional tepee, sharp edges as an arrow and a piece of chopped wood. The colour dominating the logo is the specific shade of brown associated with cork and natural wood.
The UI of the website was simplified in order to put an emphasis on the products and their specific and unique stories and customized settings. Regarding the homepage, only the product categories were presented, due to their small number.
The number of unnecessary input fields was reduced, such as state, region etc., since the purchase was intended only for Serbian citizens. The payment option includes paying for goods when they are delivered, which is the most popular payment method in Serbia. Therefore, the billing process for online payment was excluded.
The responsive version of the webshop was a No.1 priority since the main marketing campaign was conducted through Facebook from which most of the visits have been accounted. Due to the fact that the interface focused on minimalism, it was not difficult to incorporate the webshop’s concept and functionality on mobile devices.
At first, I was just looking for a simple solution for my webshop, but Milos provided a lot more; The visual identity that strongly resonates with the story and idea behind the Feathermen's name. Also, he helped a lot regarding the physical product design by providing excellent feedback on first concepts. With a smile on my face, I can say that sales exceeded my expectations in the first months of my business, but I must admit that I was more excited about the look than the financial benefit that came with it. However, perhaps the best thing that this collaboration sparkled is our friendship. Now, 5+ years later, I can say that Milos is one of my best friends with whom I hangout, and mostly drink beer, a few times a week.
Milan Jovic, Founder
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