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website redesign for Burns 1876

bringing the spirit of the west online

Web Design

Overview

Burns 1876 is the oldest same-family owned Western retail business in the world. While their handmade leather and silver products display beautifully in the store, they had not yet figured out how to sell these luxury pieces online. I was asked to redesign their website in order to help users understand the brand story and feel comfortable buying high-end luxury items online.

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I worked closely with the marketing team, the sales reps, and the development team to create a website that told the brand story and made it easier to discover and purchase merchandise online. I created naming conventions, collections, and photography guidelines to build consistency on the site and worked with the developed to make the web designs a reality.

PROJECT PROCESS & DETAILS

The two biggest requirements for the design of the website were to 1. make it easier to find products and 2. tell the brand story on the site.

To address this first task, I talked with the sales reps that work in the store with customers every day to learn about who these customers are and how they shop in the store. We discovered that product categories like buckles and hats were the most difficult to shop online because there were so many products in each category and the existing site had no method of organizing them. For the redesign, I created naming conventions and collections that sorted all of the buckles and hats into more specific collections so users could shop based on the style of product they were looking for.

Home Screens & Navigation

To address the requirement of telling the brand story, I talked with the owners, the long-time employees, and loyal customers to learn what was so special about the brand. From all sides I heard that what impressed them the most about Burns 1876 were the details behind each product. For example, horse riders were interested to learn about the construction of the saddles, from how they are made to the tooling designs in the leather. We came up with a brand page that tells the story of each brand through photos and anecdotes about the handmade process that makes Burns products so unique.

This new design provided a better way for users to not only shop the product, but also get to know the brand better and become part of the Burns family.

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Category & Product Pages

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Landing Page

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