Oct 16 2014

Updates to Add Fluidity and a Focus on Content

A new homepage, redesigned content hub, and one-page checkout elevate the already elegant

Using a phased rollout approach, LiveAreaLabs has been working with Diane von Furstenberg’s team to refresh aspects of her ecommerce website in advance of the launch of her new TV show, House of DVF. The updates have focused on uniting content and commerce, and creating a more fluid customer experience.

The primary work included completely redesigning the homepage and content hub, otherwise known as the World of DVF. Both sections of the site now feature stylish, flowing design that marries functional flexibility with a high-fashion editorial feel. Conceptually, the design also emulates the fluidity of Ms. von Furstenberg’s signature wrap dress. The homepage includes some exploratory elements that allow for a focused, elegant initial presentation while enabling interested customers to quickly see more about a featured look or pattern.

Most recently, the entire checkout flow was condensed and refined into a single page. The one-page checkout is a complete and new customization to the Demandware Commerce platform on which the site is built. Designed to reduce clicks to check out, the polished new flow should ultimately increase conversions. In keeping with the phased approach and current and expected trends, these sections were all designed and built responsively, ensuring that the user experience will become more and more optimized for all devices with each successive update.