Lack of Color
Since 2011, Lack of Color has revolutionised hat fashion with nostalgic flair and modern twists, blending traditional shapes with vibrant colors and textures. Their uniquely Australian designs have captivated fashion enthusiasts globally, earning a place in the wardrobes of celebrities and hat aficionados, alike. Operating from Australia and Los Angeles, Lack of Color ensures swift access to their boutique designs worldwide.
Technology
Mission
Lack of Color was driven to further align onsite UX/UI with the elegance of their product. They had an unwavering desire to enhance their digital storefront that continued to showcase their unique brand story and make more sales.
Challenge
Lack of Color's foremost challenge revolved around effectively translating the tactile experience and beautiful design elements of their hats into a digital format via their website.
Maintaining consistency across various digital touchpoints was also a crucial step to ensuring a cohesive brand experience for customers. The primary goal was to elevate the brands identity and aesthetic, providing customers with an immersive online shopping experience.
Solution
Before any work commenced, we ensured all stakeholders were in alignment and a digital strategy was shared. This involved performing Conversion Rate Optimisation (CRO) audits, as well as hosting UX workshops to refine user journeys to focus efforts on enhancing the overall experience through UX/UI design updates.
Leveraging Shopify Plus, Bedford Lane delivered advanced functionalities to streamline the shopping process as well as provide operational efficiencies for the Lack of Color team.
Additionally, accessibility updates were prioritised to ensure inclusivity, and site speed optimisation was carried out for improved performance - results below. Through these efforts, Lack of Color's digital experience was transformed into an immersive online shopping destination that aligns seamlessly with the brand's identity.
Outcomes
The enhancements made significantly improved Lack of Color's brand value by aligning the user interface with the elegance of their products, resulting in a cohesive and visually appealing customer journey. Implementation of features such as, ”Pair & Save” and “Gift with Purchase” led to substantial boosts in average order value and profitability.
Additionally, our optimisation efforts resulted in some of the highest Google Page Speed Insight scores among Shopify Online Store 2.0 themes, scoring a 98 despite the complexities of integrated apps and third-party software.
Our ongoing collaboration empowers Lack of Color to continually innovate and maintain their position as leaders in hat fashion.
