Responses by Zero
Background: Buffy is the fluffiest direct-to-consumer brand around. The purpose for its site was to introduce the brand to the world and encourage people to purchase the comforter. Buffy’s audience is wide, as the brand is centered on the inclusive concept of comfort and cruelty-free products.
Highlights: The homepage immerses users in the world of Buffy. The line illustration style, developed by Pentagram, and the lifestyle imagery of the product, welcome users with open arms to “believe in comfy” as much as the brand does. We challenged ourselves to think of what comfort meant on the web and how we could create a “fluffy” experience for users.
Smooth transitions load the elements onto the pages and varied scroll rates mimic the feeling of weightlessness or being on a cloud. Animation was used as a tool to add a dynamic layer to the site, making the fluffies come to life and rendering the product in a dreamlike manner. We used CGI to breakdown key product details and benefits, while maintaining the whimsical vibe of the brand.
Challenges: The product detail page features a scroll-based CGI animation that was really tricky to nail. We had to develop a series of solutions across browsers that allowed users to seamlessly scroll up and down while having the CGI videos to remain synced.
Favorite details: Overall, we’re all proud of the ability to communicate what Buffy stands for and how it makes the cumbersome process of shopping for a comforter easy.
Navigational structure: The site’s navigational structure is pretty simple and focused. We wanted to easily guide users to the two main objectives: buy a Buffy or try a Buffy.
Time constraints: Given the business need to get the brand to market prior to the holidays, we used Shopify to power the ecommerce website. We were able to integrate custom solutions that hit the main needs by highlighting reviews, offering a trial purchase of the product and targeted email flows.