Not every user that lands on the site is going to know 100% what they are experiencing or coming into, with this in mind I thought that instead of going straight into the “shop” feature of the site I could spend a portion of the page converting or educating the user base to decrease bounce rates on the site. I also wanted to display the entire product line up, since the products are so similar it can be difficult grasp the subtle differences between the products in terms of style or size. I didn’t want to cut the sales experience on the home page out entirely so I included a featured/popular product call out with a direct “add to cart” feature.
I spent a bit of time here really wanting to make sure you read items in the correct order, you felt compelled and lead to each section based on weight, size, and the treatment of the type. This is especially true since I added more context and information on the home page than was originally there.
I ditched the blue entirely, I felt that it distracted from the product as well as didn’t create enough contrast in color to allow the user to infer what each color meant. I also ditched the blue undertones from the grey to create a true neutral grey that also for the user to know what is secondary.
I did decide to group all of the products together into a hero shot, this allows all the of the products to have a little bit of the lime light all landing above the fold and making sure that the user gets a full look at the variety of products that the brand offers.