Rylee + Cru:
Upgrading a retail powerhouse with a seamless eCommerce experience

Scope of work:
  • UX Strategy

  • Website Design

  • Website Development


Rylee + Cru is one of the fastest growing children’s apparel brands in America. Beloved by moms and babes 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.


Shopper experience research and analysis revealed that the Rylee and Cru site was challenged with multiple friction points across the eCommerce journey as well as a dated look and feel that was bringing down the perceived value of the brand.


Rylee and Cru was known for its “sophisticated minimal” product aesthetic, but we needed to translate this to their site. We created a cohesive design language that mimicked the user’s offline experience, with expansive white space, clean typography, and organic elements. Next, we optimized the entire eCommerce process with bigger, more varied imagery and more prominent ‘Buy’ CTAs, and deprioritized distracting information. We built a new swipe-out cart that didn’t take the user away from the main shopping action, consolidated form interactions and language, and introduced upsell panels into the checkout to ensure users could more easily complete the perfect look.


–   3X revenue lift

–   20% conversion rate increase

–   25% increase in average order value

–   187% increase in users

–   250% increase in page views

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