September 15, 2025
D2C Project
Treffort — Premium Men’s Shirts
Treffort
Treffort is a luxury menswear brand rooted in the spirit of 70s rock, motorcycle culture, and bold self-expression. I led the full-scale digital transformation— redesigned Treffort’s e-commerce to make premium craftsmanship feel simple,inspiring, and trustworthy—across discovery, editorial storytelling, and a trust-centered checkout.
Elevating premium e-commerce: clear discovery, credible storytelling, confident checkout.
Role: Product Designer (end-to-end: UI/UX, Research, Growth)
Surface: Corporate/B2B website (desktop & mobile)
A premium product deserved a premium path to purchase. Treffort’s site looked aspirational, but finding the right shirt felt harder than it should, the craft behind the price wasn’t obvious, and checkout confidence lagged. My mandate: make the value unmistakable—and the journey effortless.
I approached it like a system, not a skin. First, I made the experience findable: re-enabled desktop search, rebuilt mobile as tap-first, and retagged the taxonomy in the language shoppers actually use (fit, fabric, occasion).
Then I made it understandable: luxury-tone, plain-language UX writing and shoppable editorial lookbooks that surface craftsmanship at the exact moment of consideration.
Finally, I made it trustworthy: policies visible before commitment, clear security cues, simplified forms, and microcopy that answers the “should I complete this?” pause.
Behind the scenes, I instrumented the journey (in-view, scroll reach, funnel drop-offs) and ran focused A/Bs on CTAs, layouts, and lifecycle. Wins shipped; the system kept learning.
Impact:
Search engagement rose by 48% while bounce fell by 22%, and shoppers reached relevant products 23 seconds faster.
Storytelling modules did their job, pushing lookbook click-through up 60%, and clearer trust signals cut checkout abandonment by 15%.
Lifecycle work pulled its weight too: email open rates climbed from 18% to 47%, and campaign conversion improved from 15% to 70%.
Overall, qualified traffic grew by 40%, bringing more high-intent visitors into a smoother experience.
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Elevating premium e-commerce: clear discovery, credible storytelling, confident checkout.
Role: Product Designer (end-to-end: UI/UX, Research, Growth)
Surface: Corporate/B2B website (desktop & mobile)
A premium product deserved a premium path to purchase. Treffort’s site looked aspirational, but finding the right shirt felt harder than it should, the craft behind the price wasn’t obvious, and checkout confidence lagged. My mandate: make the value unmistakable—and the journey effortless.
I approached it like a system, not a skin. First, I made the experience findable: re-enabled desktop search, rebuilt mobile as tap-first, and retagged the taxonomy in the language shoppers actually use (fit, fabric, occasion).
Then I made it understandable: luxury-tone, plain-language UX writing and shoppable editorial lookbooks that surface craftsmanship at the exact moment of consideration.
Finally, I made it trustworthy: policies visible before commitment, clear security cues, simplified forms, and microcopy that answers the “should I complete this?” pause.
Behind the scenes, I instrumented the journey (in-view, scroll reach, funnel drop-offs) and ran focused A/Bs on CTAs, layouts, and lifecycle. Wins shipped; the system kept learning.
Impact:
Search engagement rose by 48% while bounce fell by 22%, and shoppers reached relevant products 23 seconds faster.
Storytelling modules did their job, pushing lookbook click-through up 60%, and clearer trust signals cut checkout abandonment by 15%.
Lifecycle work pulled its weight too: email open rates climbed from 18% to 47%, and campaign conversion improved from 15% to 70%.
Overall, qualified traffic grew by 40%, bringing more high-intent visitors into a smoother experience.
→ View Full Case
(password on request)→ View Full Research
(password on request)