Able Carry

A system built on the basis of service design principles

Able Carry is a Hong Kong-based company that produces functional and durable personal items, 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 visitor's user experience, focusing on building comprehensive content components and structures to help them make informed purchase decisions.

Team

Judy Chen from Able Carry on visual identity design, Jimmy K.K. Lam from Studio Earth on user experience and interface 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.
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 series of dynamic content components that balance sales, story, and customer support.

An image featuring Able Carry's homepage hero section design.
An image featuring Able Carry's homepage product section design.
An image featuring Able Carry's homepage story section design.
An image featuring Able Carry's homepage material section design.
An image featuring Able Carry's homepage customer support section design.

Lead Brand designer Judy Chen from Able Carry led and oversaw the application of branded assets, including logos, fonts, colours, and interface components.

An image featuring Able Carry's interactive menu design.
Visitors can access an interactive menu to discover Able Carry's products by category or collection.
An image featuring Able Carry's search function design.
Recommended keywords in the search function help visitors refine their search results.

User interface components, such as an interactive menu and search function, provide visitors with recommendations to streamline their choices made on the website.

An image featuring Able Carry's product page design.
An image featuring Able Carry's product comparison design.
The "Compare" view displays backpack details and allows visitors to compare multiple products simultaneously.

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

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

Our approach to designing the "Backpacks" page revolves around user-centricity, establishing multiple vantage points for visitors to make informed choices by decluttering visual distractions.

An image featuring Able Carry's product detail page design, feature product details such as an overview and specifications.
Visitors 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 create a comprehensive narrative for the product.
An image featuring Able Carry's product detail page design, feature a product review section.
A reviews section allows visitors to access customer comments on their purchase.

A product detail page consists of three sections: details, context, and reviews. As a complete narrative, the structure provides visitors with product details, conditions, use context, and user reviews.

An image featuring Able Carry's shopping cart page design.
An image featuring Able Carry's stockist page design.
Visitors can access stockist information either with an organic text field or a list of available locations.

We established our approach grounded in service design principles. Our goal is to pave the way for a smooth user experience by prioritising potential visitors' desired outcomes and information delivery.

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