ABOUT A&G MERCH
A&G Merch is a unique home accessories store in Williamsburg, Brooklyn and San Francisco. The store is known for their “urban rustic” aesthetic and contemporary product mix as well as modern sofas and upholstery.
A&G Merch’s website was previously built on the LightSpeed webstore, a proprietary cart. They experienced many issues with updating the catalog, synchronizing inventory and keeping the site up to date. A&G Merch approached ID to be their strategic and creative digital partner in the redesign of a Magento Community Edition eCommerce flagship with an integrated WordPress blog. We were tasked with extending the brand’s unique in-store experience to the web, while providing a seamless and user-centered shopping experience. The site was integrated with their point of sale system, LightSpeed, and ShipStation for shipping management.
After competitive analysis and in-depth research, ID proposed a dramatic simplification in category structure and catalog pages. We increased the size of product images, added a lazy load feature to category pages, and trained the client team on how to update the Magento Content Management System for key features. Two instagram feeds were integrated and positioned as a contest to encourage engagement and competition between the Brooklyn and San Francisco locations.
The skeumorphic visual design concept effectively communicates the store’s aesthetic and in-store experience, from the eclectic plates in the footer to the wood texture background in the main menu. After visiting the site online, you really get a feel for what to expect from an A&G Merch store. The result is an easy to update site that has reduced redundant work on the client end and positioned the brand for continued growth online and in store.
ID approached the strategy and planning phase for the site by utilizing Balsamiq to create a dynamic prototype. The prototype was populated with the actual content and image specifications that would be utilized for the Visual Design Phase of the project.
VISUAL DESIGN + DEVELOPMENT
The final design for A&G Merch blended urban textures with creative banners that presented the brand’s personality. ID created 4 different CMS templates for the product banners and created 15 different custom page templates for Magento CE.