Roark
Roark has built a global reputation creating travel-ready apparel inspired by exploration, culture, and life on the road, telling stories through every collection.
As the brand grew, its storefront needed to better reflect this philosophy while supporting a rapidly expanding catalog and a global customer base. We partnered with Roark to elevate the online shopping experience through a customer-first redesign focused on storytelling, usability, and conversion, balancing editorial storytelling with commerce, organising a diverse catalog, optimising mobile, and preserving the brand's adventurous identity.
Year
2024
Client
Roark
Services
UX Research, Information Architecture, E-commerce UX, UI Design, Shopify UX, Frontend Development
Project goals
Rather than a visual refresh, we approached this as a complete customer journey redesign, integrating storytelling and commerce instead of separating them.
Discovery covered a UX audit, competitive analysis of premium outdoor and lifestyle brands, and navigation, mobile, and checkout review. Our strategy centred on four objectives: inspire exploration, simplify discovery, reduce purchase friction, and reinforce the adventurous identity of the brand. We restructured the information architecture, redesigned the homepage around destination-inspired storytelling, and rebuilt collection and product pages with strong attention to mobile.
Result
Roark's storefront now better reflects the adventurous spirit that defines the brand while giving customers a more intuitive shopping experience.
The redesigned information architecture made it easier to discover collections, navigate categories, and explore products inspired by destinations around the world, while the improved UX reduced friction throughout the journey. Bringing storytelling and commerce into a single cohesive experience strengthened engagement, encouraged deeper exploration, and gave the brand a scalable foundation for future seasonal launches.
