We are now Cake & Arrow

Delivering human insights and digital customer experiences for 14 years.

Our new identity represents who we are and what we do: the digital customer experience agency who knows what moves people and reinvents how brands do business, for companies in ecommerce, insurance, luxury, B2B and beyond. Driven equally by human insights and digital expertise, we combine design and technology, passion and results, playfulness and precision — delivering work that makes our clients’ customers, prospects and employees feel valued. Welcome to our shiny new home!

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Challenge

Fashion sites need more than a pretty face.

More than just a modern reflection of the store’s luxury brand and heritage, Saks needed its online presence to deliver an engaging, enjoyable and elevated customer experience that delivered a seamless checkout process and key conversion goals—and on all devices.

Insight

Customers browse differently based on fashion category and brand loyalty—and follow product recommendation algorithms over editorial team selections.

Mobile views of Saks Fifth Avenue responsive redesign
Approach & Solution

Big photos, more detail and a seamless checkout

We optimized the site by category, through close design collaboration and rapid prototyping with client teams and customer participants. Adding product detail, increasing the size and use of photographs, and including complementary products—all to keep shopping momentum moving with more to see, until ready to quickly and efficiently check out.

The result was a beautiful, site-wide transformation—from home page to product display pages and mobile checkout—using human-centric design to increase engagement and average order value.

View of Saks Fifth Avenue homepage redesign

Scalable and minimal

A scalable interface accommodated Sak’s vast portfolio of fashion brands, campaigns and promotions, set into a modular design that elegantly handled variable category experiences and content types. Artfully minimal fashion pages featured large, high-resolution images, with progressive disclosure of detail and transaction settings.

Restructuring product data and product detail pages streamlined the customer’s path to SKU selection.