Alpha Industries

Ecommerce User Experience

HYPOTHESIS

Alpha Industries is the premier manufacturer and online retailer of authentic military apparel. They have been a part of American history, having worked with both the United States Department of Defense and NASA. Simply put, if you want a bomber or flight jacket that's both authentic and fashionable – start with Alpha Industries.

Alpha Industries came to us to help communicate this unique history as well as their expertise in developing high performance outwear and apparel. We worked with Alpha Industries to clarify their brand messaging and to build an online shopping user experience that sells.

    SERVICES UTILIZED
  • digital strategy
  • UX design
  • HTML/CSS development

Experiment

We worked in coordination with the Alpha Industries team and their ecommerce vendor ShopVisible. Our team produced a range of design concepts using their existing catalog materials and breadth of historic photography. We also worked with ShopVisible to build custom treatments for interface elements throughout the commerce storefront – including navigational details that use their high-viz yellow, dropdown navigation treatments, custom Add to Cart states, and Fit Guide content. Over the course of the project we tested various design elements and interleaved opportunities for the Alpha Industries team to tell their story as customers shop their products.

TECHNOLOGY STACK
ShopVisible Ecommerce Platform

ShopVisible Ecommerce Platform
We partnered with ShopVisible to customize and refine layouts to support the Alpha Industries brand concept.

Real-time sync
Our frontend team worked with ShopVisible to execute on the translation of site elements from visual concepts to build.

Google Analytics
We provided monthly reporting of site analytics, and improved the site placement in search results, thanks to our ecommerce partner ShopVisible.

ANALYSIS

Our close proximity to our commerce partner ShopVisible afforded ample opportunity for multiple rounds of product testing and pre-launch visual refinement. The resulting refresh of the Alpha Industries ecommerce store brought several notable improvements to the site – including improved commerce features like quickview, refined product categories, improved search optimization, and a more seamless integration of commerce pages with brand heritage content.

BY THE NUMBERS

3

months

Time from beginning of design to launch of new site and app.

+1K

items

We used the ShopVisible platform to manage thousands of unique items, colors, and sizes.

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