Able Carry

An e-commerce with an emphasis on quality

Able Carry is a Hong Kong-based company that delivers functional and durable personal products, including backpacks, slings, and pouches. Every product is crafted with precision to ensure the highest quality.

We designed an e-commerce website that accentuates the brand's visual identity and enhances the user experience by building comprehensive content components and structures to help users make informed purchase decisions.

Team

The Able Carry project was led by Jimmy K.K. Lam of Studio Earth on consultation, project management, user experience, and interface design, with Judy Chen of Able Carry on visual identity design, and Will Wong on development.

Able Carry

Enrique Batalla, Jeffery Leong, Judy Chen, and Julian Chow

A MacBook Pro displaying the homepage of Able Carry's website on its monitor.
The Able Carry project is a collaboration among Judy Chen of Able Carry, Jimmy K.K. Lam of Studio Earth, and Will Wong.
Four iPhones featuring the Able Carry's website design.
Four iPhones featuring the Able Carry's website design.

To weave a visual narrative faithful to Able Carry's ethos, we created a suite of dynamic content components that balance story, sales, and customer support.

An image featuring Able Carry's homepage hero section design.
We ensured all essential functions and doorways to the website's pages are visible on the navigation menu.
An image featuring Able Carry's homepage product section design.
A compact carousel on the homepage that showcases available items offers users a preview of Able Carry's product collection.
An image featuring Able Carry's homepage story section design.
Variety in layouts can create attractive compositions that vividly express Able Carry's visual identity.
An image featuring Able Carry's homepage material section design.
We created a specific layout to emphasise Able Carry's use of durable fabrics, which create long-lasting products.
An image featuring Able Carry's homepage customer support section design.
Users can access the customer support section and the sitemap on the homepage to explore the site in depth.

Lead Brand Designer Judy Chen of Able Carry oversaw our application of branded assets, including logos, fonts, colours, user interface, and all visual elements.

An image featuring Able Carry's interactive menu design.
Users can access an interactive menu on the website to discover Able Carry's products by category or collection.
An image featuring Able Carry's search function design.
An array of recommended keywords below the search bar can help users narrow their search results.

User interface components, such as an interactive menu and a search bar, can help declutter the website's content and visual elements, providing recommendations to streamline a user's choices.

An image featuring Able Carry's product page design.
The "Backpack" page's "Thumbnail" view lets users select products in their available colours.
An image featuring Able Carry's product comparison design.
The "Compare" function displays backpack details and lets visitors compare multiple products simultaneously.

Visitors can toggle between two views on the "Backpacks" page: "Thumbnail" and "Compare".

Where the "Thumbnail" view delivers an overview of backpacks, the "Compare" view reveals backpack details and lets visitors compare several products simultaneously.

Our approach to designing the "Backpacks" page revolves around user-centricity, establishing multiple vantage points to help users make informed choices by decluttering unwanted content.

An image featuring Able Carry's product detail page design, feature product details such as an overview and specifications.
Users can make their purchases instantly after reviewing a product's details.
An image featuring Able Carry's product detail page design, feature images, videos, and a list of specifications.
Descriptive text and media content, such as images and videos, help weave a well-rounded narrative for the product.
An image featuring Able Carry's product detail page design, feature a product review section.
A reviews section at the bottom of a product page lets users view customer comments about their purchase.

A product detail page consists of three sections: details, context, and reviews. A complete content structure tells a holistic story about the product, including product details, use conditions and context.

An image featuring Able Carry's shopping cart page design.
To improve the user experience, we positioned the shopping cart interface in a modal to reduce page transitions.
An image featuring Able Carry's stockist page design.
Users can access stockist information either by typing in a text field or by selecting from a list of available locations.

We established our approach based on service design principles. Our goal is to pave the way for a smoother user experience by prioritising users' desired outcomes and streamlining information delivery.

A woman sitting on a sofa with a MacBook Pro on her lap, viewing Able Carry's website on its monitor.

The Able Carry project was led by Jimmy K.K. Lam of Studio Earth, with Judy Chen of Able Carry and Will Wong on development.

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