"Feathers has always been about curation, quality, and style—and now our website finally speaks that language. The transformation was thoughtful, strategic, and stunning."
Emily Hoover - Owner, Feathers Vintage
Mobile-First, Brand-Forward, and Built to Convert
We began with low-fidelity wireframes to reimagine the homepage, product detail pages, cart, and blog—mapping out a smoother, more intentional shopping experience. From there, we moved into high-fidelity UI design, refining the brand’s color palette, elevating the typography, and creating elegant layouts that aligned with Feathers vintage-luxe identity.
To support richer content and faster production, we used AI to generate compelling product descriptions, lifestyle copy, and short-form microvideos for select items. We also designed features like “Complete the Look” and “Related Products” to encourage deeper browsing and increase average order value—all with a seamless mobile-first experience in mind.
Feathers Vintage now has a digital home as curated and compelling as its physical storefront
A Homepage Designed to Drive Action
The new homepage showcases fresh arrivals, curated collections, press features, and the store’s location—all organized to immediately draw users into shopping or visiting in person. It's a high-impact first impression that reflects the brand’s personality while encouraging exploration.
A Refined Voice, Powered by AI
We used AI-assisted copywriting to shape a brand voice that feels both elevated and inviting. The result? A tone that brings storytelling and personality into product descriptions, headlines, and calls to action—making the shopping experience more human and memorable.
Product Pages That Convert
Each product page now includes detailed sizing guidance, styling notes, and refined photography. These enhancements reduce hesitation and increase buyer confidence, especially for one-of-a-kind vintage items where clarity matters most.
Smarter Recommendations, Bigger Baskets
By adding “Complete the Look” and “You May Also Like” sections, we encouraged users to browse longer and buy more. These contextual recommendations are tailored to increase average order value without disrupting the experience.
Optimized for Mobile, Where It Matters Most
With mobile traffic leading engagement, we created a mobile-first experience that’s not just responsive, but intuitive—making it easier for users to browse, shop, and checkout wherever they are.
Email That Brings Shoppers Back
We introduced automated follow-ups for abandoned carts, plus announcements for new arrivals. These emails keep Feathers top of mind and bring customers back to complete their purchase.
Designed to Drive Foot Traffic, Too
Clear store location callouts and in-store pickup options were added to blur the line between digital and physical retail. Local promotions and in-store exclusives were highlighted to encourage in-person visits from Austin-area customers.
From Static to Cinematic
To elevate product storytelling, we replaced static images with AI-generated videos and animations that show garments in motion. These dynamic visuals help users better appreciate fit, texture, and detail—boosting both engagement and perceived value.
A Measurable Transformation
The results spoke for themselves. Within just 30 days of launch, the redesigned website began delivering measurable gains across every major touchpoint—online sales, customer engagement, and even foot traffic to the physical store. With a more intuitive shopping experience, elevated brand storytelling, and smart conversion strategies in place, Feathers Vintage saw a significant boost in both digital and in-person performance.
