2025
A quieter checkout system that keeps product photography in the lead.
Context
Northline Commerce began with a narrow brief: let the product stay visible and make every state feel deliberate. Northline needed a storefront that felt editorial without sacrificing conversion clarity. We mapped the full journey, from first impression through repeat use, and removed anything that competed with the story the team wanted to tell.
Problem
Leadership needed a narrative they could share without a live walkthrough. Stakeholders were juggling research, brand, and engineering constraints, so we prototyped in code rather than slides.
Approach
I rebuilt the product, cart, and checkout flows around greyscale chrome so photography stays dominant.
Motion & media
Looping video carries emotional tone; stills carry detail. Playback stays muted and poster-first, the same behavior as the homepage stage and the discover rail below.
Outcomes
Soft chromatic atmosphere gradients mark transitional moments without competing with merchandise.
Close
The final system feels quiet until you need it, then it's obvious. The structure here mirrors how we'd present a real engagement without burying the work in prose.
