Wooly Project

Wooly Project is a beanie brand rooted in a small factory and a Herdwick sheep farm. The goal was to design and prototype a conversion‑driven ecommerce experience that communicates craft, sustainability, and warmth—while making it effortless to find the right hat.

Duration: 2 weeks
Deliverables: Responsive design (mobile‑first), design system, hi‑fi prototypes, microcopy kit

Problem
Low conversion from product discovery to cart due to generic product pages and unclear sizing/fit.
Brand story (farm + factory) was buried and not linked to products.
Limited visual differentiation between collections.

Results (pilot metrics after prototype testing)
+22% intent to add‑to‑cart in moderated tests.
2× recall of sustainability story when shown on PDP above the fold.
30% faster product selection with warmth/texture filters.