Aether Footwear
- Client
- Aether Footwear
- Role
- Design · Build · E-commerce
- Year
- 2025
An immersive e-commerce experience that turns product browsing into a cinematic journey. Built to increase time-on-site, cart adds, and completed purchases.
The Challenge
Aether needed to stand out in a crowded footwear market where every brand looks the same. The site had to feel premium and editorial while still driving clear purchase paths. Product storytelling, size selection, and checkout had to work flawlessly on mobile. Where the majority of fashion traffic arrives.
Our Approach
- Designed a cinematic product showcase with scroll-driven reveals and high-impact imagery that communicates brand quality before price is ever shown.
- Structured the purchase funnel around a single primary CTA per viewport, reducing decision fatigue and cart abandonment.
The Outcome
- +52%
- Time on Site
- +29%
- Add-to-Cart Rate
- < 1.6s
- Mobile LCP
The Challenge
Aether needed to stand out in a crowded footwear market where every brand looks the same. The site had to feel premium and editorial while still driving clear purchase paths. Product storytelling, size selection, and checkout had to work flawlessly on mobile. Where the majority of fashion traffic arrives.
Our Approach
- Designed a cinematic product showcase with scroll-driven reveals and high-impact imagery that communicates brand quality before price is ever shown.
- Structured the purchase funnel around a single primary CTA per viewport, reducing decision fatigue and cart abandonment.
- Built responsive product grids with hover states and quick-view patterns optimized for thumb navigation on mobile.
- Integrated performance budgets so rich visuals never compromised load speed. Lazy-loaded media, optimized formats, and minimal layout shift.
- Crafted brand copy that speaks to aspiration and craftsmanship, positioning Aether above commodity competitors.
More Work
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Ahmed Saleh El-Malti
Strategy · Design · Build
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