Northwind
A storefront for an outdoor outfitter whose products are chosen on specification, not on lifestyle photography.
- Client
- Northwind Outfitters
- Year
- 2024
- Discipline
- Commerce
- Role
- Web design, art direction
Returns from sizing fell by a third
Northwind sells technical outerwear to people who read the spec sheet. The old site sold a mood — wide photographs of mountains, very little information — and the return rate told the story: customers were buying an image and receiving a garment.
Specification as the hero
We moved the technical detail above the fold and treated it as the main event: fabric weights, seam construction, measured fit across the range, and honest notes about what each piece is not for. The photography stayed, but it moved to a supporting role.
Fit, described properly
Most sizing tools ask your measurements and guess. We showed the garment's own measurements against a few reference bodies and let people do the comparison themselves, which is what the knowledgeable customers were already doing in the reviews.
Where it landed
Returns attributed to sizing dropped by about a third. Time on product pages went up, which for once was the outcome we wanted rather than a symptom of confusion.
Tell me what you are building.
If you have a product that is nearly right and stuck, or a blank page and a deadline, I would like to hear about it. A first call is thirty minutes and costs nothing.
Open for two projects this spring