Site visits to
llbean.com in one day
(Cyber Monday, 2013).
Pairs of boots sold – one of L.L.Bean’s most popular items (2013).
The client brief
Elevating the online experience of a long-standing stalwart in the retail industry is no small task.
It was critical to find the balance between showcasing the history of L.L.Bean and crafting a more contemporary perception for consumers. Narratives were built around the concept of reclaiming the outdoor lifestyle – at any age – and within that framework, we weaved in real-life adventures and strategic promotion of seasonal and activity-based products.
Informed by behaviors of the L.L.Bean catalog shoppers, as well the interactions by customers on the existing site, the aesthetic — and the ensuing shopping experience — became more aspirational in tone, a more emotionally evocative appeal. We structured a shop-by-activity approach, immersing consumers in stories and images that they can relate to and be inspired by.
We began with a redesigned homepage and corresponding navigation, building a flexible yet robust set of assets for the entire site.