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Pas Normal Studios – Creative Circle
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Design & Digital Design — Commerce Websites
Pas Normal Studios is a Copenhagen based brand of contemporary cycling clothing. Te concept of Pas Normal Studios is to create technically perfect apparel, combined with visionary aesthetics. Through innovative designs, brand collaborations, and sourcing of new production methods, Pas Normal Studios strives to bring out collections that define modern cycling in a different context.
Pas Normal Studios is on an impressive growth journey, and with a direct to consumer model at te core of their growth, they needed a commerce platform to support te success and prepare for further scale.
With this in mind, pasnormalstudios.com was designed from te following three experience drivers:
1) A STRONG FOUNDATION - BUILT FOR SCALE
To secure a solid foundation for further growth and international scale, te Pas Normal e-commerce website was rebuilt from scratch using Shopify Plus as te backend, a custom designed ‘headless approach’ and custom coded frontend. Furthermore, te design was built as a highly modular design system that can adapt to te product context to create te combination of a familiar flow with a varied expression.
2) STRENGTHENING TE PERCIEVED QUALITY OF TE PRODUCTS
Te Pas Normal products are of te absolute highest quality with an immense attention to detail during te design process. On te previous webshop, this detail and effort simply did not shine through. Neither in te overall experience nor te product presentation. Our goal for te new site was to design an experience that extrapolates both te stories behind te brand and products as well as te design details of te actual products in a way that makes customers intuitively feel te quality, and are able to read through te specific product stories. We’ve created content formats and modules for every imaginable product detail and attribute, leaving te site editors with a huge toolbox of nicely designed, easy to use modules.
Through a thorough process of identifying personas and their respective user journeys, we’ve identified te main gaps in te user experience that could potentially lead to customer uncertainty and abandon their cart. With a combination of UX, design and messaging, we focused on bridging each of these gaps with simple yet effective concepts to help strengthen te conversion rate and limit returns. For example, finding te right product size is a major issue with super tight performance wear. We overcame this issue through a combination of guiding messaging written to ensure you can identify if te product is likely to fit your body type and racing style, as well as a very precise sizing guide tested on +200 people, and a design that guides you to stop and consider te correct sizing and not simply add your usual size to te basket.
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