the process

• pendleton’s previous website functioned mainly as a catalog with limited purchasing capabilities, which needed to change due to high product demand put against a frustrated customer facing difficulties with online purchases

• we implemented a ground-up strategy focusing on solid UX fundamentals, aiming to provide best-in-class experiences. this also involved leveraging a blank canvas for visual design to enhance storytelling and create some memorable brand moments

• the visual design team collaborated closely with Pendleton to balance the brand’s rich heritage with modern design needs. we developed a modular "page designer" system, allowing marketing to create layouts and designs flexibly from a predefined set of customizable modules

• storytelling was successfully integrated into their digital experience, with products receiving prominent visual attention and a clean ATC flow. the interface was designed to adapt seamlessly across all devices while not sacrificing visual integrity

• post-launch testing showed a significant increase in conversion rates and time spent on the site. additionally, there were fewer customer support calls and more positive reviews, marking a personal win for the Pendleton team

www.pendleton-usa.com