Develop Apparel E-Commerce with a 3.4%+ Conversion

Project Overview

Known Scrubs is a premium healthcare apparel brand offering high-quality scrubs and medical workwear. The objective was to redesign their digital storefront into a modern, conversion-focused e-commerce experience that reflects trust, professionalism, and premium brand positioning.

The project aimed to replace a generic catalog-style interface with a brand-led, editorial shopping experience aligned with healthcare industry expectations, where average conversion rates typically range between 1.8% and 2.5%.

Problem

The existing platform was underperforming both visually and commercially:

• Outdated, template-based e-commerce design lacking brand identity
• Weak emotional engagement with healthcare professionals
• Poor mobile browsing experience during shift-based usage
• Low product discoverability due to cluttered structure
• High friction in product-to-checkout journey

Pre-Redesign Metrics:

• Conversion rate: ~1.2%
• Bounce rate: ~68%
• Avg. session duration: ~52 seconds
• Checkout drop-off: ~72%

Solution

We redesigned the platform with a focus on premium healthcare branding + performance-driven UX optimization.

1. Premium Visual Identity

• Clean medical-grade palette (navy, white, gray)
• Editorial-style layout instead of catalog structure
• Lifestyle-focused product storytelling

2. UX & E-Commerce Structure

• Simplified navigation for fast product access
• Quick-view and reduced-step checkout flow
• Conversion-focused CTA hierarchy

3. Editorial Shopping Experience

• Asymmetrical layouts inspired by magazine design
• Strong lifestyle imagery of healthcare professionals
• Story-driven product presentation

4. Mobile Optimization

• Thumb-friendly browsing for on-the-go users
• Faster load performance for image-heavy pages
• Streamlined filtering and category navigation

Result & Outcome

Post-Redesign Performance

• Conversion rate improved from ~1.2% → 3.4% (peaking at 4.0%+)
• Bounce rate reduced from 68% → 39%
• Average session duration increased by +63% (52s → 1m 25s)
• Checkout drop-off reduced from 72% → 44%
• Mobile conversions improved by ~52%