Ampd Collective
Ampd Collective
Designed an e-commerce platform featuring rising artists' designs on embroidered apparel which doubled the purchase conversion rate.
About
Amp'd collective gives rising artists an innovative platform to promote themselves through embroidery.
We give artists a fresh canvas to work on so that they can amplify their work.
All artists who collaborate with us will receive a share of the profits on each item sold with their design.
Company's Mission
We value original artwork from creators of all kinds—from painters to illustrators to graphic designers to pattern designers and everything in between. We empower creativity around the world—because each purchase pays an artist.
TL;DR
I redesigned the e-commerce website for amp'd collective to highlight the brand's mission, showcase the authentic work of all collaborating artists, and increase sales. As a sole product designer of the team, I conducted user research with the artists, created mockups, and developed content.
The impact
My contributions resulted in doubling the purchase conversion rate and increasing time spent on the website by 30%.
My role
Product Designer, User Researcher, Content Writer
Collaborators
CEO, Product Manager, Marketing Specialist, Artist Outreach
Timeline
9 months
Competitive Analysis
I completed a competitive analysis of brands that collaborate with other artists to help the team visualize how competitive amp'd will be in the market and what other brands lack.
Understanding the needs of each group
To support each group and incorporate their needs into our website, I spoke with the CEO of amp'd collective to understand the company's goals better, and I hypothesized the needs of Shoppers and Artists to anchor design ideas.
HMW…Help artists gain brand exposure?
Highlight the artists' work and story.
HMW…Reach shoppers to increase sales?
Feature new products on the homepage.
HMW…Gain trust from shoppers and artists?
Add reviews from shoppers and artists.
[Wireframe of new landing page]
Highlight the artists' work and story
Artist first approach
One of our business opportunities was to help artists gain brand exposure by highlighting their work and story. I worked with the Artist Outreach Specialist, who sources rising artists on Instagram, to learn more about what artists care about when showcasing their work.
One key theme I identified was…
Artists only want select artwork to be shown.
Feature #1
Iteration #1:
Showcase the artist's art style by highlighting the artist's selected artwork.
Help shoppers learn more about the artist by displaying a picture of the artist and their biography.
Shoppers can directly browse the featured artist's products via a "SHOP THIS ARTIST" button.
Browse various artists through a carousel that displays all the "Featured Artists."
Iteration #2:
Shoppers can go directly to the artist's collection below their biography without having to connect the items to the artist's collection.
Help shoppers make decisions quicker by prioritizing the products' details such as product type, and pricing.
Takes shoppers directly to the artist's page through a "View More" link.
Signify to the shoppers that they can explore the artist's story and collection by titling the section "EXPLORE ARTIST".
Spotlight one artist per launch to give more presence.
Approved design proposal:
Gave a cleaner look by removing the yellow borders around the artist's biography.
Give the shoppers a more explicit indicator that amp'd recently launched this artist by titling the section "NEW FEATURED ARTIST".
Feature new products on the homepage
Taking inspiration from other e-commerce websites
I wanted to be intentional with how I designed the top fold of the landing page. It should hook the shopper onto our products, market new arrivals, and give shoppers a direct avenue to shop. Therefore, I looked at some apparel e-commerce websites to take inspiration from how they display their products.
Applying the right details to amp'd collective
Approved design proposal:
Grab the shoppers' attention by displaying a large image of the new product launched on the homepage.
Allows the shopper to go directly to the artist's collection that's featured with a call to action button of "SHOP NOW".
Help surface previous artists' collections through a pre-filtered section called "SHOP BY ARTIST" of products from randomized past artists.
Gives the product more meaning and provides the artist with more exposure by adding the tags of the artist's name underneath the product.
Social proofing
Feature #3
Gaining trust from artists shoppers
Personal and genuine reviews help people make decisions about the product. It can help strengthen the credibility of amp'd collective as a company and the mission. amp'd collective encourages all of our partnered artists and customers to leave us a review on Instagram.
Why integrate Instagram?
amp'd collective has high activity and engagement via Instagram because that is the primary channel for how we source our artists. As a team, we agreed that adding reviews and photos posted by artists and shoppers via Instagram would increase our company's credibility.
Launching the new website
Measurable impact post-launch
Purchase conversion rate increased by 2x post-website redesign
Time spent on website improved by 30%
Artists and customer feedback
"Thank you so much for having me as an amp'd artist - I am so grateful to be a part of the team! Thank you for supporting me. Sometimes I get really critical of myself and my work, and it's moments like these that remind me that there are people that appreciate my art and believe in me. Truly, thank you." - @izzycheng
"Your website is so bright and fun :) I think we’d be a perfect fit to collaborate!" - @picnocline
"“It was really great :’) a lot of my friends reached out to tell me they were proud of me for getting my own hoodie…. It was a really easy but professional process and i was v impressed w how the hoodie came out….also i had told my friends about not being able to do the hat and she was like “that shows they really care cuz some companies would just do it and not care if it looks bad” so i really appreciate that!!” - Artist #3
Valuable lessons
Learnings
Things move fast in the start-up world. Sometimes the quality of work is about putting out a non-perfect design and getting feedback as quickly as possible to keep the business running. I learned how to work with the business's branding and how to be more intentional about incorporating the company's mission into my designs. The opportunity to work with artists gave me a different perspective on how brand collaboration works and the needs of small businesses. I realized the extent of details that go into creating an E-commerce business.
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