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Cambridge Satchel X Charle

Project Focus

UX/UI, eCommerce, Art Direction

Sector

Fashion

Year

June 2023 - July 2023

Project Overview (Hook)

The Cambridge Satchel Company is a British brand known for producing high-quality leather satchels and accessories. As part of their rebrand, Cambridge Satchel partnered with Charle, a Shopify Plus agency, to design and launch a bespoke Shopify Plus store.

As the sole UX/UI designer, my role was to enhance the customer journey by designing features that improved the overall user experience and conversion performance, ensuring a seamless and intuitive purchasing experience.

The Challenge

Cambridge Satchel’s rebrand focused on elevating its premium aesthetic, and the e-commerce experience needed to reflect this. My challenge was to create a UX/UI design that aligned with the brand’s luxury feel while also ensuring:

  • A seamless, intuitive, and high-performing purchase journey.
  • A Shopify Plus store leveraging Shopify’s latest features, including meta objects, custom purchase journeys, and integrations with Shopify Plus partner technology.
  • A modular and scalable design to keep the brand in control of future updates.

Working closely with the Cambridge Satchel team, I designed and prototyped both desktop and mobile experiences, carefully considering every touchpoint of the customer journey.

The process

The Results

Delivering a huge impact

The process
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The process

Research & Discovery

To ensure a customer-centric design approach, I focused on three core pillars:

  1. Improving e-commerce KPIs (conversion rate, AOV, engagement).
  2. Delivering a strong brand experience that reinforces Cambridge Satchel’s heritage and luxury appeal.
  3. Reducing friction in the shopping journey to improve ease of use.

Key Findings

Our research identified the main customer demographics and behavioural trends:

  • 70% female, 30% aged 25-34
  • Strong interest in apparel & accessories
  • 72% of traffic was mobile
  • Customers prioritised reviews, sizing guides, and wanted a purchase experience that sold a lifestyle, not just a product

To ensure alignment with the client’s vision, I presented moodboards, wireframes, and concept designs to establish a style that complemented Cambridge Satchel’s luxury positioning while maintaining a sense of heritage and craftsmanship.

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Design & Execution

Key UX/UI Enhancements:

  • Navigation & Search: Improved structure for better product discovery.
  • Collection Page Filtering & SEO: Enhanced for easier product browsing and better organic visibility.
  • Product Recommendations: Personalised suggestions to increase AOV.
  • Incentives & Reviews: Integrated loyalty rewards and user-generated reviews.
  • Product Detail Page (PDP): Optimised to showcase product information, address objections, and reduce friction in the purchase journey.
  • Product Quiz: Introduced to assist customers in finding the perfect bag.

Design Approach

  • Mobile-first design: Given that 72% of traffic was mobile, I prioritised a responsive and high-performance mobile experience.

Figma-based design system: I designed all pages and components in Figma, ensuring a modular approach to Shopify 2.0’s section-based framework. This gave the brand the flexibility to rearrange and customise content effortlessly.

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