Turning shopping for kids from a to-do to a ta-dah
Early in 2019, Zappos created Zappos Kids as a new sub-brand. Inspired by the spirit of fun and weirdness in Zappos’s internal culture, the Zappos Kids brand was envisioned to be authentic, eclectic, and energetic.
AREA 17 collaborated with the Kids team to bring that vibe to life in a colorful new shopping experience, on a subsite within Zappos. The modular design system enables more editorial storytelling and merchandising of head-to-toe kids’ looks — and every component is responsive and extensible, available for future re-use by anyone at Zappos.
After the MVP launched in July for Back to School, AREA 17 continued to partner on ongoing site optimization.
AREA 17 translated the initial creative vision into a scalable digital design system. With huge and expressive type, electric ‘90s-inspired color combinations, and delightful touches of motion (unexpected loading states, mischievous little illustrations that jiggle on mouseover), the experience reminds parents of the joy of being a kid.
AREA 17 equipped the Kids team — and the larger Zappos organization — with a library of new features and functionality to offer products to users in more relevant, conversion-driving ways. Rich new lookbook pages weave editorial content into seasonal product assortments, while Quick Shop features allow users to easily add-to-cart right from an outfit photo. A unique product detail page design was created just for Zappos Kids, optimized to minimize clicks, friction, and drop-off.
Zappos is committed to inclusivity, as seen in its culture, voice, and particularly in the breadth of its assortment, which serves customers of all kinds. Sharing this commitment, AREA 17 advanced its internal processes for producing accessible design and engineering, creating a Zappos Kids experience that as many users as possible can enjoy.