Design and digital
Creating a luxurious new look online.
Loom & Last x Eleven Miles
Founded in 2006, the Natural Curtain Company set out to take the faff out of made to measure curtains. Prompted by a brand expansion into new product categories, in 2019 the business executed a rebranding to Loom & Last.
Part of their new brand vision was the need to deliver a clean, image-led eCommerce website redesign befitting for a luxury brand. The scope of the project was to significantly overhaul the user interface and visual design to reflect the new branding – with the over-arching aim to both improve user experience and streamline the key eCommerce journeys to conversion.
Impact
To embrace the luxury lifestyle nature of the brand, we created a ‘Shop the look’ way of browsing product, with clickable hot-spots on lifestyle imagery allowing users to be both inspired and easily presented with cross-selling opportunities.
The new site design breathes life into the concept of a shoppable, editorial-like experience. Visually-led, the site also adheres to eCommerce usability best practice. The user interface remains consistent, yet offers a tailored approach depending on the product type a customer is interacting with, as a number of products offer users the ability to customise with numerous attributes.
Now Loom & Last have a suite of standardised UI components, a pattern library to cater for products with shorter/longer customisation options – enabling Loom & Last to achieve a consistent, sustainable and scalable design moving forward.
Services provided to Loom & Last by Eleven Miles
Get in touch
If you’d like to work with us on your eCommerce brief, drop us a message and our team can take the reigns from there.