Properties
Start Date
About ENPACK
ENPACK is a sustainable fashion brand I co-founded that caters to the organizational needs of female college students.
Objectives
- Implement a fully responsive website
- Build on SEO foundations to increase search engine traffic and drive future growth
- Drive conversion of site visitors into contacts and, ultimately, customers
- Highlight the quality of our tote bags and ENPACK’s playful, dynamic, witty personality
Impact
+10K organic traffic in two months
Contextual Inquiry
- Female-identifying, 18–28, mostly students or early-career
- Interested in self-improvement, lifestyle branding, and sustainable fashion
- Follows ENPACK on social, but unsure if product is worth the investment
Pain Points
Key Takeaways
1. Pretty, but generic
💡 Clarify unique value & brand image
“I love the vibe, but I couldn’t really tell if it’s just another Pinterest-y bag brand. What makes ENPACK special?”
Many responded positively to the site’s visuals and tone, but struggled to grasp what ENPACK offers beyond aesthetics.
- ENPACK sin’t selling a good product, it’s selling a lifestyle and new persona of confidence, self appreciation to the customer.
- Emphasize the emotional & functional value that separates ENPACK from competitors.
2. The blend of lifestyle storytelling and ecommerce wasn’t clearly signposted.
💡 Consistency and separation
“It took me a while to figure out where to find the products.”
Users sometimes mistook content for products. The blend of products and blogs made the site hard to navigate.
- Create more distinct sections with clear CTAs.
- Use consistent UI patterns for “shop now,” and separate editorial content from conversion touchpoints
3. Tone disconnect between social and site
💡 Make more personal
“The Instagram gives me a much better feel of the brand’s quirky, fun, creative vibe.”
Users felt more connected through ENPACK’s social presence (reels, posts), but the site itself didn’t fully capture that warm, affirming, big-sister energy.
- Add playful colors, responsive features
Landing Page
Before
After
Product page
Before
After
Maintenance notice
our official website letsenpack.com is currently under maintenance! The following is my mockup that I used before making the website on shopify.
Style Guide
