RUBY
Inclusive, progressive and multi-dimensional, RUBY embodies much more than their ever-evolving apparel—it’s a community.
BACKGROUND
Our work with the New Zealand fashion label was driven by this ethos and the need to create a digital presence that mirrored the fluidity of their audience. By migrating their tech stack to Shopify and integrating bespoke functionalities, we empowered their team to innovate and strengthen customer connections, facilitating advocacy and meaningful growth.
RUBY is a brand that thrives on constant evolution, with collections released every 6–8 weeks and a diverse, engaged community at its core. To match this dynamic approach, we built a platform focused on flexibility, control, and an enhanced user experience. With a bank of customisable features and content modules, the RUBY team were equipped with much-needed tools to shape their brand narrative, drive engagement, and scale.
Centred around a youthful, effervescent demographic (aged 16 to early 30s), the site promotes joyful discovery, incorporating clear user flows to enable easy navigation through an extensive content hub and product range. Placing community at the heart of the experience, both content and functionality reflects the diversity of its audience.
To address the brand architecture, we established a distinctive hierarchy between RUBY and its sister brand Liam, giving each a dedicated space and clear design differentiation.
highlights
Sparking joy
Opportunities to delight and encourage engagement were woven throughout the site, such as subtle cursor interactions that leave a playful trail of hearts or display CTA bubbles. Upon opening their wishlist, users are met with an eruption of heart confetti, adding an element of surprise that enhances the overall experience and deepens their connection with the brand.
Brand distinction
Within the Liam section of the site, hand-drawn animations of sewing machines and patterns underscore the brand’s distinct identity. Designed for a creative, craft-focused audience, an interactive drag-and-drop pattern module reimagines the traditional product card, offering an engaging, tactile experience that reflects the hands-on nature of the Liam brand.
Celebrating diversity
With a broad clientele (sizes 4–20), product cards feature models of diverse body types. Each garment is captured on a size 8 model, as well as a size 14 or 16, offering a clear visualisation of each piece on different physiques. To streamline the path to purchase, we built an intelligent sticky size device. Once a size is selected, the user’s preference is stored in the cache, automatically applying it across all product pages. When viewing the size guide, their chosen size is prominently displayed, accompanied by dynamic measurements tailored to their selection.
Flexible browsing
Flexible browsing functionality allows users to personalise their shopping experience. Customers can switch between lookbook mode—showcasing garments on models—and product mode for standalone views. They can also adjust the size of product cards to strike a tailored balance between detail and browsing speed, ensuring an intuitive, seamless journey through the collection.
Guided selling
To elevate the shopping experience, a dynamic guided selling quiz for trousers was developed. This interactive tool presents the full range, gradually narrowing down options as users answer questions, ultimately revealing a refined selection of items best suited to their preferences. At any point, users can explore specific products directly, seamlessly navigating to the product page of anything that piques their interest.
Customisable upsells
A flexible upsell module on product pages empowers the RUBY team to input custom text and recommend complementary items. This feature offers limitless possibilities for curated suggestions—whether it is completing a look, exploring a pattern, or layering pieces.
Accommodating expansive content
In response to the evolving nature of the content hub, we developed a page block builder, enabling the team to populate the RUBYVERSE using pre-designed content modules. Rubettes can seamlessly navigate through categorised articles, delve into the brand's sustainability initiatives, or engage with ambassadors on a more intimate level, enriching their connection with the brand.
Showcasing brand values
The Toolbox for Change serves as a powerful expression of RUBY’s values, cultivating meaningful connections with their community. Presented as an open letter, it offers insight into the brand's philosophy, thought leadership, and progressive efforts to drive change within the industry. Below, these initiatives are thoughtfully segmented, allowing users to explore each in greater depth.
