Pas Normal Studios is a Copenhagen based brand of contemporary cycling clothing. The concept of Pas Normal Studios is to create technically perfect apparel, combined with visionary aesthetics. Through innovative designs, brand collaborations, and sourcing of new production methods, Pas Normal Studios strives to bring out collections that define modern cycling in a different context.

Pas Normal Studios is on an impressive growth journey, and with a direct to consumer model at the core of their growth, they needed a commerce platform to support the success and prepare for further scale.

With this in mind, pasnormalstudios.com was designed from the following three experience drivers:

1) A STRONG FOUNDATION - BUILT FOR SCALE

To secure a solid foundation for further growth and international scale, the Pas Normal e-commerce website was rebuilt from scratch using Shopify Plus as the backend, a custom designed ‘headless approach’ and custom coded frontend. Furthermore, the design was built as a highly modular design system that can adapt to the product context to create the combination of a familiar flow with a varied expression.

2) STRENGTHENING THE PERCIEVED QUALITY OF THE PRODUCTS

The Pas Normal products are of the absolute highest quality with an immense attention to detail during the design process. On the previous webshop, this detail and effort simply did not shine through. Neither in the overall experience nor the product presentation. Our goal for the new site was to design an experience that extrapolates both the stories behind the brand and products as well as the design details of the actual products in a way that makes customers intuitively feel the quality, and are able to read through the specific product stories. We’ve created content formats and modules for every imaginable product detail and attribute, leaving the site editors with a huge toolbox of nicely designed, easy to use modules.

3) STRENGTHENING CONVERSION

Through a thorough process of identifying personas and their respective user journeys, we’ve identified the main gaps in the user experience that could potentially lead to customer uncertainty and abandon their cart. With a combination of UX, design and messaging, we focused on bridging each of these gaps with simple yet effective concepts to help strengthen the conversion rate and limit returns. For example, finding the right product size is a major issue with super tight performance wear. We overcame this issue through a combination of guiding messaging written to ensure you can identify if the product is likely to fit your body type and racing style, as well as a very precise sizing guide tested on +200 people, and a design that guides you to stop and consider the correct sizing and not simply add your usual size to the basket.

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