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Responses by Wonderland

Background: Femme & Fierce is an online fashion retailer for strong independent women who like to express themselves through how they dress. The brand is all about the contradictions in women—the strong versus the soft, the integrity versus the boldness and the entrepreneurial spirit versus the human touch. Our client wanted a shop with a strong lifestyle element that would help inspire her target market through look-books, blog posts, social media and a seamless user experience.

Highlights: Not only did we add animations to give the page personality, but also we gave special consideration to how the clothes would be presented. We commissioned a photographer to shoot the collections in the Femme and Fierce style, so everything would blend in design. We continued to work on the interaction and details long after we should have called time because we wanted it to be perfect and feel personal. We wrote copy to match the brand’s tone and brought that unique Femme and Fierce attitude to life. No tiny bit of text was overlooked!

Challenges: Arriving at the right solution to create a seamless, integrated experience that was quick and responsive. It was important to ensure the photography style matched the design. We also had to ensure that those photographs were delivered to users in a speedy way. We went through several iterations of development to arrive at the right solution, so the photos were of the best quality without making the entire site sluggish!

Favorite details: We developed a really cute bag animation! When users choose an item, they see a tiny garment tumble into the shopping bag at the top right of the screen. It’s adorable.

Navigational structure: The site is primed for conversion, so we made it as easy as possible for shoppers to quickly find the things they like. We, therefore, made the decision to put the main menu on the left, rather than the top of the page. We wanted to ensure that the no matter where users are on the site, they could easily navigate through the other categories and content pages.

Technical features: The site is built in Wordpress and Woocommerce, with support from Mollie and SendCloud to fulfill the end-to-end shop functionality. The client wanted the site to have a personal touch, so we also integrated Chatra to enable users to ask for personal style advice and enquire about products in real time.

femmeandfierce.nl/home

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