Carhartt approached Vaimo to investigate conversion issues on their e-commerce site. Vaimo identified problems concentrated in the listing and product pages, but Carhartt didn't see anyone at the agency who truly understood their brand. I was brought in as a design consultant specifically to bridge that gap.
The core issue: the site was too minimal. It looked beautiful—clean, on-brand, premium—but at the expense of usability. Critical information was missing, CTAs weren't clear, and basic interaction states (hover, active, focus) simply didn't exist.
UX Audit Listing and Product
+20% conversion channels adopted
Increased Sales Pipeline Velocity
Key Challenges
- Brought in when Carhartt didn't trust agency's brand understanding
- Identified over-minimalism sacrificing usability for aesthetics
- Most UX recommendations implemented despite initial resistance
The Problem
Process & Research
Carhartt initially refused formal UX research—they wanted to rely solely on their Creative Director's vision. Rather than push back, I focused on building trust. I earned the CD's respect through understanding the brand's heritage and design philosophy, which eventually opened the door to interviews with them and other key stakeholders at Carhartt.
Through these conversations, I identified the root causes: the pursuit of minimalism had stripped away essential e-commerce functionality. Users couldn't find product details, selection options were unclear, and the path to purchase was oversimplified to the point of confusion.
Through these conversations, I identified the root causes: the pursuit of minimalism had stripped away essential e-commerce functionality. Users couldn't find product details, selection options were unclear, and the path to purchase was oversimplified to the point of confusion.
The Solution
Proposed a series of targeted improvements that enhanced usability while respecting Carhartt's aesthetic:
• **Product Gallery** — Improved image presentation with better navigation and zoom functionality
• **Option Selectors** — Clearer size/color selection with visible availability states
• **Product Descriptions** — More comprehensive information without cluttering the layout
• **Interaction States** — Added hover, active, and focus states throughout—basic affordances that were completely missing
• **Simplified Buying Flow** — Streamlined the path from product selection to checkout
The key was demonstrating that good UX doesn't mean abandoning brand aesthetics—it means making the beautiful design actually work.
• **Product Gallery** — Improved image presentation with better navigation and zoom functionality
• **Option Selectors** — Clearer size/color selection with visible availability states
• **Product Descriptions** — More comprehensive information without cluttering the layout
• **Interaction States** — Added hover, active, and focus states throughout—basic affordances that were completely missing
• **Simplified Buying Flow** — Streamlined the path from product selection to checkout
The key was demonstrating that good UX doesn't mean abandoning brand aesthetics—it means making the beautiful design actually work.
Results & Impact
Most of the recommended changes were implemented:
• Better product gallery with improved user interaction
• Clearer option selectors for size and color variants
• Enhanced product descriptions with key information surfaced
• Full interaction states (hover, active, focus) added across the site
The relationship with Carhartt's creative leadership—initially skeptical—became collaborative once they saw the recommendations honored the brand while solving real user problems.
• Better product gallery with improved user interaction
• Clearer option selectors for size and color variants
• Enhanced product descriptions with key information surfaced
• Full interaction states (hover, active, focus) added across the site
The relationship with Carhartt's creative leadership—initially skeptical—became collaborative once they saw the recommendations honored the brand while solving real user problems.
Reflection
This project reinforced that the best UX work often starts with relationship building, not research. When a client doesn't trust your understanding of their brand, no amount of data will convince them. You have to earn that trust first.
The 'beautiful but unusable' problem is common in premium brands—there's fear that adding functionality will cheapen the aesthetic. The solution is showing that usability and beauty aren't opposites. Hover states can be elegant. Product information can be well-designed. The goal is removing friction, not adding clutter.
The 'beautiful but unusable' problem is common in premium brands—there's fear that adding functionality will cheapen the aesthetic. The solution is showing that usability and beauty aren't opposites. Hover states can be elegant. Product information can be well-designed. The goal is removing friction, not adding clutter.