Tori Richard
Redesigning Tori Richard’s Digital Experience to Reflect a Fresh, Island-Inspired Rebrand
the goal
Redesign online experience to increase engagement and average order value.
what we saw
An experience that didn’t live up to the modern luxury approach they wanted users to feel
The Approach
Identify solutions through client discovery through interviews, audits, and analysis
About tOrI RICHARD
The Tori Richard online experience brings the relaxed, sophisticated vibe of island living to the digital space, blending vibrant visuals with easy navigation. With thoughtfully designed product pages and curated collections, it invites users to explore the brand’s unique patterns and high-quality fabrics. The experience captures the essence of resort wear, making it simple and enjoyable for customers to find pieces that transport them to a paradise mindset.
wireframing & Concepts
Initial wireframes are presented in phased concepts, allowing for a structured exploration of the site’s look and feel. Each phase breaks down individual sections, providing a clear visual and functional framework that highlights the purpose and advantages of each key feature. This approach facilitates targeted feedback and enables stakeholders to understand how each component contributes to the overall user experience and business objectives, ensuring alignment before moving into detailed design and development stages.
A look into our ideation
After discussing with the team the potential pain points, and analytics, we then move into ideating on user flows to determine how to best meet the needs of the client.
Current & Future User Flow
Stakeholder research
Running through the stakeholder meeting to determine key goals and what the outlined expectations are. This is where I get to engage with the team at large includeing stakeholders, development, & PMs.
Digital Strategist
“The mobile site experience isn’t smooth or visually engaging, which is deterring mobile users, from making larger or multiple purchases”.
Tori Richard Team
Senior Digital Experience Coordinator
Operations Department
“When sizing guides aren’t accurate or clear, users may end up ordering items that don’t fit as expected, leading to higher return rates and frustration.”
Tori Richard Team
Head of Operations
Mobile & Desktop research
Conducting research on mobile and desktop platforms was crucial for Tori Richard to enhance its online customer experience. By analyzing user behaviors on both devices, we can identify specific pain points and areas for optimization, leading to a more engaging and seamless shopping experience.
Desktop Insights
•
Needed bright, welcoming, clean, and approachable to match rebrand
•
Improve average order value by linking products more clearly (product upsells)
•
Flexible navigation that can account for expanding product catalog and private label
Mobile Insights
•
Incorporate dynamic store locator based on IP or zip code (Shop by zip code)
•
Improve in-store shopping experience while simultaneously improving online conversions
•
Rework search to get users to products more efficiently
Polishing the design
Guided by client goals, user feedback, and current e-commerce trends, we emphasized the product by incorporating lifestyle imagery that resonates with target audiences. This approach not only showcases the product in relatable, real-world settings but also enhances visual storytelling, allowing customers to envision how these products fit into their own lives.
To further improve the shopping experience, we implemented accurate sizing charts and scale indicators on the product detail pages (PDP), enabling users to make informed sizing decisions. This combination of engaging visuals and precise sizing information has led to a more confident purchasing process, reducing return rates and supporting both user satisfaction and brand positioning.
Results & reflecting back
With this redesign, visitors should be able to better navigate the marketplace and browse products with more efficiency. Furthermore, the brand's values are better displayed, allowing Tori Richard to stand out in the saturated e-commerce industry.
Visualizing design solutions
Hotspot Collection
Using hotspot collections to help users explore collections in visually engaging ways
Key Collections
Using key collections to help users explore collections in visually engaging ways
Video Playback
By showcasing products in action, video content offers a richer view of textures, details, and functionality that static images can’t convey as dynamically.
Team
Adam Mitchell, 1 Designer, 2 Developers
Role
Lead Designer, Researcher
Timeline
Sept 2023 - Present
Website
1
Look & Feel
The design, content, and structure have been reworked to incorporates vibrant imagery, dynamic layouts, and intuitive navigation to capture user attention and encourage exploration throughout the site. By highlighting key products we invite users to discover the full range of offerings and strengthens their connection with the brand.
2
Continued Initiatives
Moving forward we look to facilitate users in transitioning from browsing and comparing products online to experiencing them in-store. This process should include geolocating the users and providing multiple prompts to inform them about the in-store availability of products.
For full case study & results please contact me.
Team
Adam Mitchell , Bottlerocket Team (3rd Party Development)
Role
Lead Designer
Timeline
January 2023 - September 2023
Website
Tori Richard
Redesigning Tori Richard's digital experience to reflect a fresh, island-inspired rebrand
The Tori Richard online experience brings the relaxed, sophisticated vibe of island living to the digital space, blending vibrant visuals with easy navigation. With thoughtfully designed product pages and curated collections, it invites users to explore the brand’s unique patterns and high-quality fabrics. The experience captures the essence of resort wear, making it simple and enjoyable for customers to find pieces that transport them to a paradise mindset.
About TORI RICHARD
the goal
Redesign online experience to increase engagement and average order value.
what we saw
An experience that didn’t live up to the modern luxury approach they wanted users to feel
The Approach
Identify solutions through client discovery through interviews, audits, and analysis
Desktop Insights
•
Flexible navigation that can account for expanding product catalog and private label
•
Improve average order value by linking products more clearly (product upsells)
•
Needed bright, welcoming, clean, and approachable to match rebrand
Conducting research on mobile and desktop platforms was crucial for Tori Richard to enhance its online customer experience. By analyzing user behaviors on both devices, we can identify specific pain points and areas for optimization, leading to a more engaging and seamless shopping experience.
MOBILE & DESKTOP RESEARCH
Mobile Insights
•
Rework search to get users to products more efficiently
•
Improve in-store shopping experience while simultaneously improving online conversions
•
Incorporate dynamic store locator based on IP or zip code (Shop by zip code)
stakeholder research
Conducting research on mobile and desktop platforms was crucial for Tori Richard to enhance its online customer experience. By analyzing user behaviors on both devices, we can identify specific pain points and areas for optimization, leading to a more engaging and seamless shopping experience.
Digital Strategist
“The mobile site experience isn’t smooth or visually engaging, which is deterring mobile users, from making larger or multiple purchases”.
Tori Richard Team
Senior Digital Experience Coordinator
Operations Department
“The mobile site experience isn’t smooth or visually engaging, which is deterring mobile users, from making larger or multiple purchases”.
Tori Richard Team
Head of Operations
A look into our ideation
After discussing with the team the potential pain points, and analytics, we then move into ideating on user flows to determine how to best meet the needs of the client.
Current & Future User Flow
WIREFRAMING & CONCEPTS
Initial wireframes are presented in phased concepts, allowing for a structured exploration of the site’s look and feel. Each phase breaks down individual sections, providing a clear visual and functional framework that highlights the purpose and advantages of each key feature. This approach facilitates targeted feedback and enables stakeholders to understand how each component contributes to the overall user experience and business objectives, ensuring alignment before moving into detailed design and development stages.
Visualizing design solutions
POLISHING THE DESIGN
Guided by client goals, user feedback, and current e-commerce trends, we emphasized the product by incorporating lifestyle imagery that resonates with target audiences. This approach not only showcases the product in relatable, real-world settings but also enhances visual storytelling, allowing customers to envision how these products fit into their own lives.
To further improve the shopping experience, we implemented accurate sizing charts and scale indicators on the product detail pages (PDP), enabling users to make informed sizing decisions. This combination of engaging visuals and precise sizing information has led to a more confident purchasing process, reducing return rates and supporting both user satisfaction and brand positioning.
Using hotspot collections to help users explore collections in visually engaging ways
Hotspot Collection
Using key collections to help users explore collections in visually engaging ways
Key Collections
Video Playback
By showcasing products in action, video content offers a richer view of textures, details, and functionality that static images can’t convey as dynamically.
1
Look & Feel
The design, content, and structure have been reworked to incorporates vibrant imagery, dynamic layouts, and intuitive navigation to capture user attention and encourage exploration throughout the site. By highlighting key products we invite users to discover the full range of offerings and strengthens their connection with the brand.
results & reflecting back
With this redesign, visitors should be able to better navigate the marketplace and browse products with more efficiency. Furthermore, the brand's values are better displayed, allowing Tori Richard to stand out in the saturated e-commerce industry.
2
Continued Initiatives
Moving forward we look to facilitate users in transitioning from browsing and comparing products online to experiencing them in-store. This process should include geolocating the users and providing multiple prompts to inform them about the in-store availability of products.
For full case study & results please contact me.
2025
Adam Mitchell