MALEBASICS
underwear for men
YEAR
2019
DELIVERABLES
Concept Development
UX/UI Design & Analysis
Art Direction & Visual Design
Creative Direction
Development
PLATFORM
Magento
INDUSTRY
Clothing
Unique underwear styles for the modern man
Malebasics was founded in 2003 with the desire to provide men with an abundance of comfortable underwear in a variety of styles. Following the trend of blurring gender lines in fashion, MaleBasics offers a new concept to male underwear by adding a female lingerie twist with designs ranging from classic to erotic and downright sexy.
Malebasics partnered with SMDesign Studio with a task to relaunch their website with a responsive redesign for their Magento ecommerce site, featuring a contemporary design. One of the primary objectives was to focus on the user experience of the site, in particular for mobile users.
WEBSITE DESIGN
Radical Redesign
The old Malebasic website was outdated and in need of some restructuring and a visual boost to take it to the next level. In terms of design, we took the ‘less is more’ approach, and tried to stay out of the way of the striking product shots. By keeping the colour palette simple and minimalistic, we aimed to make the photography really shine through.
Our team also redesigned the important parts of home page to make them more visually apealing: the ’shop by style’ section, as well as the section that showcases the brand’s proprieatary technology and the part of the website dedicated to the Malebasics monthly subscription club.
RESPONSIVE DESIGN
Seamless Path-to-Purchase on any Device
With such a large inventory to choose from, Malebasic’s goal was to make the purchase process as seamless as possible, whether ordering via mobile or desktop. Main focus was on improving overall site architecture and navigation to enable easier browsing and smoother customer journey. In recognizing the value of a streamlined shopping experience, our goal was to simplify the customer’s digital experience on all devices, reduce points of fracture, improve the speed and increase conversions.
Mobile-Friendly Ecommerce
About half of online shoppers buy from their phones, so we focused on creating a simple mobile shopping experience and fast checkout. We devoted a lot of effort to making sure that each and every page, from categories, to product pages to cart and checkout, look good and provide ordering without a hitch.
