Redesign Boosts HEAT’s Online Engagement and Visibility
HEAT, a London-based fashion and technology startup backed by Antler and LVMH Luxury Ventures, focused on enhancing their website and email marketing. The website redesign aimed to optimise user experiences, improve user interfaces, and streamline purchase flows while emphasising authenticity. Simultaneously, a new email marketing design and component system were introduced to enhance productivity, offering streamlined and accessible assets through Figma components. It is important to note this project was completed by our Founder, Caspian Reynolds, during his time at HEAT and was not completed by Bycasp.
Throughout this project, we faced several challenges. First was prioritising information accessibility and establishing trust with new users, while also repositioning HEAT beyond its association solely with streetwear. It was crucial to eliminate authenticity misconceptions and broaden HEAT’s appeal by emphasising sustainability. Additionally, ensuring internal teams could access email components while maintaining design flexibility presented another significant challenge.
To address the challenges of the website redesign, we focused on enhancing user interfaces and optimising the purchase journey with a user-centric ‘box builder’ experience. This involved strategically placing upsells and ensuring continuous access to information to minimise drop-offs. We refined navigation, improved product visibility, and integrated clear calls-to-action to enhance usability and build trust. Emphasising accessibility to information, we crafted a seamless learning journey for users, fostering discovery and enthusiasm for HEAT’s offerings. Throughout the design process, authenticity remained paramount, ensuring sustainability initiatives and brand values were effectively communicated. Social proof from reputable sources such as Vogue Business, GQ, DAZED, The Independent, and The Times further reinforced HEAT’s credibility. Simultaneously, we developed a robust email marketing design and component system. This system streamlined workflows and boosted productivity by providing accessible assets through Figma components. It enabled efficient creation and deployment of email campaigns, maintaining brand consistency and offering flexibility for internal teams. These enhancements facilitated high-quality outputs across all CRM initiatives.
In conclusion, the HEAT project has successfully revitalised their website by prioritising user experiences, streamlined purchase experiences and highlighting authenticity and sustainability. Throughout this redesign, we optimised the purchase journey with intuitive user experiences and improved accessibility to informative touchpoints, to minimise drop-offs and enhance user engagement. The introduction of our email marketing design system significantly improved productivity and maintained brand consistency. While ongoing website improvements are planned, this project has established a strong foundation for HEAT’s continued digital evolution and expansion.
