Cool Investments
Cool Investments: A unified design system for three fashion brands
The Challenge
Cool Investments came to us to provide a consistent, high-quality user experience for the white-label approach they were adopting across their three webshops: CoolCat, America Today and MS Mode.
Solution
We created a cross-brand design system that works for all three webshops and conducted an extensive UX audit to identify every problem and opportunity on the existing websites.
Result
We delivered a scalable design system that can be applied across all three webshops, along with redesigned product lister and detail pages.
Further improvements are in the pipeline.
We set out to create a white-label design for CoolCat, America Today and MS Mode. A unified design approach makes the websites far easier to maintain for developers, since one design now covers three webshops at once.
Our client Cool Investments owns a fashion group consisting of three brands, each with its own identity and audience. CoolCat targets children and teens, America Today appeals to young adults, and MS Mode focuses on women with sizes 40 to 54. Although the brands all belong to the same group, their webshops had been built separately, each with its own unique look and feel.
Maintaining and building on top of three different codebases meant a significant workload for the development team. The decision was made to adopt a white-label approach and use one shared codebase for all three websites.
This is where we came in: to design key pages such as the product lister and product detail pages, supported by a design system that ties everything together.
Creating a design system for easy management
We built a design system to simplify our workflow, maximise component reuse and ensure the correct fonts, colours and icons are applied consistently throughout every page. The design system serves as a shared foundation for all three white-label websites, while still allowing each brand to maintain its own visual identity.
Analysing what could be improved in the current website(s)
Through an extensive UX audit, we mapped out everything that could be improved across the existing webshops. We made a clear distinction between quick wins that could be addressed immediately and pages that required a full redesign. This gave both our team and the client a prioritised roadmap to work from.
