Fast Eddie Speedwear is an apparel brand tailored to vintage automotive enthusiasts. While working there as a graphic designer, I noticed their website left some room for improvement. I was interested in taking on more web design focused work, so on my own time I took it upon myself to redesign the site and present to key stakeholders.

The site was originally built with templates. Unfortunately, this means we are rather limited to how we can showcase our products. My goal was to present a custom design, in the hopes that we could find some room in the budget to implement a better looking design that could help improve sales.

The template uses very small images. For the purposes of a template that anyone can use, this makes sense, as it reduces load times. But in implementing a custom approach, we can optimize the images and use them at larger sizes. We have invested a lot into great photography, why not take full advantage of the imagery we have available to us?

The new homepage includes a carousel at the top, where we can highlight features such as new products, top sellers and clearance items. I use these billboard sections as an opportunity to play with the type to be more expressive, adding visual interest.

When scrolling through the products, I saw another opportunity to showcase feature products. By creating cards that show our standard product shots, then having larger ones with lifestyle photos, it really commands attention to the features. This can be used to help push a product along that needs more sales, or to show a new item in the catalog.