What needed to change.
Product-led outdoor stores can feel interchangeable, while heavily editorial brands often make the route to purchase unnecessarily slow.
Northline
An outdoor brand built to go further.
Concept work · clearly labelled
Northline explores a commerce experience that carries the confidence of an outdoor campaign without slowing down customers who are ready to buy. Editorial storytelling and clear product information work as one connected system.
- Engagement
- 6-week concept sprint
- Appward role
- Digital direction · UI · Commerce UX
- Concept outcome
- 3-step purchase path
Product systemHigh-fidelity concept · key journeys
The thinking
A clearer product direction.
We combined campaign storytelling, confident product hierarchy and a focused mobile purchase flow in one flexible commerce system.
Experience principles
Three decisions shaping
the whole product.
Lead with feeling
Campaign moments create desire while keeping products and categories within immediate reach.
Make choice easier
Fit, use and material information is structured around the questions customers actually ask.
Protect momentum
The mobile journey reduces checkout to three clear stages with no unnecessary diversions.
What the sprint covered
From direction to
testable detail.
01Digital direction02Commerce journeys03Responsive interface04Product-page system05Mobile checkout06Campaign components