The problem with the existing SEVENSTORE website was that it appeared quite cluttered with hard to read headings and navigation menus. The aim for the new site was to create a more streamlined and exciting visual experience for the customer, through bold typography and interactive design.
Analysis of similar existing sites, such as GOAT, showed that minimalist design is very effective when it comes to driving demand for exclusive and luxury products. Fast checkout is another key aspect of an e-commerce site like this, which is why a heavy focus was put on the ability to choose a size and add to cart, simply by hovering over an item.
