The Bylanes of Everlane
Everlane is a minimalist, sustainable high-quality fashion brand that prides itself on transparency in pricing and partnering with ethical factories all over the world. The brand offers a range of clean products for men and women in clothing, footwear, and accessories categories. With the surge in the use of mobile devices for internet searches, this blog will give you a detailed summary of the Everlane Website UX on desktop and mobile devices.
Aesthetics and Ease-of-Use
The Everlane mobile and desktop website is in harmony with its subtle and neutral brand style that it has cultivated since 2010. The simplistic and ethical approach of its business strategy can be imbibed from its website. Both the desktop and mobile devices have 3 featured products of the season along with the prices. This enables the customers to instantly decide if that product falls within their budget. There is no flashy sale pop up windows that distract the visitors from the homepage. The menu on the desktop website has clear navigation buttons for their Women, Men, Denim and About Us links with hoverable drop-down menus. The mobile device version is a little different. The Denim and About Us section are removed from the side navigation burger menu. This gives the menu a very polished look and avoids overcrowding with internal links. Additionally, the products are displayed with multiple pictures in the same frame with slide options. This prevents the back and forth from a specific product to the list of product items. Due to the user-friendly and instinctive navigation capabilities, the mobile version of the website provides a convenient search experience. As for the desktop, the product list is comprehensive and detailed but no slide features on the product list page. There is a section for customer reviews, the promise of sustainability, and Instagram connectivity towards the end of the homepage. The Everlane website has successfully implemented responsive web design to ease the search and conversion process on its platforms.
Boots and Tools
The Everlane desktop website has an “Enable Accessibility” feature that makes the website content and services available to people with disabilities including, but not limited to users of screen reader technology. Additionally, they have tried to incorporate a Help Chat feature on its landing page. However, the responsiveness and accuracy of that chatbot are subpar. And in many instances, it takes the user to an external webiste asking for an e-mail subscription. It is safe to say that self-navigation on the website is the best way to discover and learn about the products and services offered by Everlane. On the mobile version, there is no use of AI to offer customer service and direct the user. Certain links fail to open on the mobile version of this website which does cause some frustration and would turn away customers who visited the webiste for a particular item. However, the look and experience of the mobile site are truly free of clutter and confusion.
Content Relevance
The brand essence of Everlane can be easily identified on all its digital platforms. The ethical factories and transparent pricing are the unique selling proposition of Everlane. Every product listed on the website has a breakdown of the True Cost of the product and then compared with the traditional retail price of the product. This feature works impeccably on both the platforms along with customer reviews of the product. Everlane customers are socially conscious shoppers and make decisions based on ethics and trust. This pricing transparency helps the conversion rate of the website. There is a great deal of information about their sustainable business practices in factories all over the world. The website educates and instigates passion in the consumers to be part of a movement and make a small difference by changing their consumption habits. Everlane has a dominant “Are You Ready to Vote?” section on its website. Both the desktop and mobile interface link to the government voter registration website to garner immediate action and responsibility from its consumers.
Overall, the team at Everlane has created an incredible website, keeping the visitors in mind and the values of their brand. The simplistic nature of the user interface makes it a breeze to learn about the company, its products, and wants to be apart of the benevolent and candid community at Everlane.
