Lindsay Phillips

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Project Description

Fully Custom eCommerce Website Featuring Plenty of Fun Design Elements and Functionality for Ladies Footwear Brand

Project Onset and Vision

Lindsay Phillips is no stranger to brand evolution. Originally known as “Switchflops,” the Lindsay Phillips shoe evolved from a high school art project designed by the company's namesake into a veritable footwear revolution. Lindsay Phillips as a company offers a variety of customizable shoes and has recently begun expanding into general stylish footwear that’s both fun and comfortable.

When Lindsay Phillips first came to us, they were looking for a way to make their website more scalable—their brand, after all, was growing fast. Loving the LP flair for the original, we were stoked to be a part of this project.

Website Design and Development Objectives and Custom Features

We approached this design with three key objectives in mind: The design had to be custom, fun for the user, and easy to update (so the LP team could make seasonal changes to products and imagery in as efficient a manner as possible).

Custom elements throughout the site show up in the color palette (which is punctuated by a perky coral and bright teal to make users dream of endless summer), bold hover effects, easy-to-update, UX-friendly masthead image sliders, bold call-to-action sections with vibrant, full-page imagery in the background, and more.

We also built a specialized “Store Locator” page featuring an LP-branded map that allows users to pinpoint where they can go to check out LP goods in person. This highly searchable tool is easy to use and offers “Get Directions” links for each location.

In terms of store page development, we upgraded the Lindsay Phillips ecommerce platform to BigCommerce, which is peerless in its ability to accommodate product databases for businesses of all sizes. In addition to making product management easy on the backend, BigCommerce also makes it easy to design and build store pages that are intelligently structured, filterable, and mobile responsive.

Considering LP’s huge assortment of products, we focused on reducing clicks required to get to purchase for users navigating through the various product lines. In addition to featuring a search bar and store navigation menu on every page throughout the site, we also took advantage of great native BigCommerce features like “Quick View” buttons and wishlist functionality.

Unique to this project is the "Mix and Match" page. Here, users can select their own sole and strap to custom-make a flip flop that’s uniquely their own. As they make swatch selections on the page, the image to the left automatically reflects their current selection(s).

Project Successes

All of this makes for an irresistible website—a fact reflected in the stats.

We migrated the Lindsap Phillips site from a buggy old ecommerce platform and have since seen a massive improvement in page load times (which helps decrease bounce and improve other major KPIs). We also implemented a custom cart abandonment sequence which has driven additional orders and saved revenue.

With a conversion rate more than double industry average and sales that have flourished since launch—particularly in the summer months—the Lindsay Phillips website is set to leave a substantial footprint in the women’s shoe sale market.

Project Type:





St. Louis, Missouri


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