Turning the world of the collection into navigation.
NOUI presents its collections through images that showcase pieces, textures and combinations. In the digital environment, this language has to coexist with a practical task: helping people find what they're looking for and understand how to buy.
The challenge was to connect the brand's presentation to the organization of the catalog, keeping the product front and center throughout the navigation.
From discovering the category to choosing the look.
The navigation organizes the catalog by category and offers a second way in through outfit composition. Collection images guide discovery; on product pages, information, variations and size selection carry the choice forward.
Shop the Look brings inspiration and product together: people explore a combination and reach the pieces that are part of it.
A journey that reaches the cart.
The delivery brings together collection presentation, category navigation, piece selection and cart in a single e-commerce experience. The Shop the Look demo shows this path, from visual composition to adding a product.
On mobile, menu, catalog and cart follow the same language. The mobile composition closes the case by showing how the experience adapts to the other scale of navigation.
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