VERT
storefrontBuyers can read the catalog and open a certificate of analysis before an account is required to check out.
The headache
The store launched fully gated: nobody could see a product without an account. A wall in front of the catalog kept the front of the site from doing its job.
In the way: A sign-in wall turns away people who only wanted to look.
What I built: The catalog is open to read. An account is asked for only at checkout.
In the way: Buyers go looking for the certificate before they look at the price.
What I built: Product pages link their own certificate of analysis, and the certificates have a library of their own.
In the way: A catalog changes often.
What I built: Products are managed from an admin, without a developer.
A brand storefront where the catalog is open to read and the account only shows up at checkout. Product pages link their own certificate of analysis, so the document a buyer goes looking for sits next to the price instead of behind a sign-in. It launched fully gated, and moving that wall from browsing to ordering is what let the front of the site do its job.
Up close
The look, and why
Warm paper at #f4efe6 against #232019, set in Cormorant Garamond at 300, and there is no second face anywhere on it: the same serif carries the 80px headline and the 9px caption alike. A catalog is read rather than scanned, so the type sits at a reading size and the page is given a lot of air. Restraint is the point: the storefront, the catalog, the certificate library and the account area all run on the same two tones, so nothing in the interface competes with the product it is describing.
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