Rylee + Cru:
Upgrading an eCommerce Powerhouse

Scope of work:
  • Website Strategy

  • Website Design (in conjunction with Client)

  • Website Development


Rylee and Cru is one of the fastest-growing children’s wear brands in America. Beloved by moms and babies alike for its unique and artistic SoCal vibes, the brand had been expanding its reach exponentially in retail channels, but it had done little to grow its own direct-to-consumer channel.


Analysis and shopper experience thinking showed that the Rylee and Cru site was challenged with multiple friction points across the eCommerce journey and a dated look and feel that was bringing down the overall value of the brand.


Rylee and Cru is known for its “sophisticated minimal” aesthetic from founder Kelli Murray. Collaborating with the client, the BLVR team created a cohesive design language that mimicked the user’s offline experience. Expansive white space, clean typography, and organic elements ensured we maintained brand affinity through the line. Next, we reviewed the entire eCommerce process for optimizations. Product imagery was made bigger and more varied to mimic an in-store touch and feel. Buy CTAs were made more prominent while other necessary but distracting information was visually deprioritized. The cart page was dismantled in favor of a swipe-out cart that didn’t take the user away from the main shopping action. Form interactions and language were consolidated and updated. Lastly, upsell panels were introduced into the checkout to ensure moms could shop for the perfect look.


–   3X revenue lift
–   Conversion rate increased by 20%
–   Average order value increased by 25%
–   Users increased by 187%

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