Spiritual Gangster
UX Design and Creative Direction for Leading Activewear Brand, Spiritual Gangster
Services
- UX/CRO/Functionality Audit
- Creative Direction
- UX/UI Design
The Ask
Driven by the influence of yogis, athletes, artists, and musicians worldwide, Spiritual Gangster emerged with a visionary mission to promote uplifting practices rooted in gratitude, philanthropy, and compassion. With a core focus on uniting individuals, the brand acknowledged the crucial role of a carefully designed digital strategy that seamlessly bridges the gap between online and physical experiences.
Being a part of the La Jolla Group, which has collaborated with Avex on various successful eCommerce projects for renowned brands like PSD Underwear and O’Neill, Spiritual Gangster has acknowledged our agency's expertise in creating immersive experiences. As a result, they have entrusted us with the responsibility of streamlining the design for their Shopify Plus Storefront in a way that shines a light on their brand identity.
Tech Partners
- Shopify Plus
- Figma
The Approach
United in their vision, Spiritual Gangster and Avex have partnered to redesign their Shopify Plus storefront, breaking down barriers and uniting the community through shared brand values. With an elevated aesthetic, modernized user experience, engaging content, and a refreshed brand identity, the goal was to make SpiritualGangster.com the new mark that would connect the brand to its customers in the years to come.
Experience Design
One of the primary objectives in refreshing the Spiritual Gangster ecommerce platform was to cultivate a sense of exploration, curiosity, and engagement through relatable and inspiring content. Our UX strategist embarked on a transformative journey, reimagining the entire storefront to effectively convey the brand's story, showcase its products, and communicate purposefully across all touchpoints.
Setting the Foundation of Purposeful Engagement
While adhering to essential design principles is crucial for a successful user experience, it is the integration of narratives, diverse perspectives, and engaging content that breathes life into it. Our focus was to build an experience that transcended seamless functionality and embraced a higher sense of purpose.
The team at Spiritual Gangster expressed a desire to showcase their "G Life" section, which encompasses inspiring stories, educational blog posts, the Good Karma Club Rewards Program, and captivating seasonal lookbooks. Drawing upon our UX/UI designers' expertise, along with data-driven insights we placed a strong emphasis on bringing this section to the forefront, easing navigation, and showcasing educational content.
Facilitating Product Discovery
In every step of the customer journey, the integration of art-directed content and strategic merchandising synergistically promotes the brand identity and functional qualities of the products.
To create an inspiration-based shopping experience, our content strategy focuses on both storytelling and editorial content. This approach enables users to discover products based on aspiration, with the option to filter by product type or collection. By combining creativity with utility, we empowered users to make informed choices while connecting with the brand on a deeper level.
Merging Function and Aesthetic
As part of the redesign, our UX/UI team placed a pronounced focus on the product description page, aiming for it to serve as an immersive source of inspiration, education, and conversion.
Through the seamless featuring of in-situ photography, core fabric and size guides, we provided the Spiritual Gangster team with the means to effectively cross-merchandize, upsell, and enrich each product with engaging community-building elements.
Leveraging Shopify’s 2.0 Theme Updates
The Spiritual Gangster website was thoughtfully redesigned with complexity as a central consideration. The client was particularly insistent on harnessing the capabilities of Shopify's 2.0 theme update to maximize the reuse of standard sections throughout the site. As a result, each design encompassed various layouts and developer specifications, guaranteeing the seamless placement of sections on every page.
Let’s work together
Tell us your business goals and we’ll see how we can create something amazing together.