Moore & Giles
Timeline
Sep 2021 – Apr 2023 (2 years)
Workplace
Trellis
Role
UI/UX Design Lead
Project
Full Site Build
Contributors
Joey Hoer
Trellis Business–Systems Analyst
Janine Coleman
Moore & Giles–Senior Designer
Brand Overview
Moore & Giles, a renowned retailer of premium leather goods and luxury furnishings, embodies craftsmanship and timeless design. Based in Forest, Virginia, the brand is dedicated to offering an exceptional selection of furniture, bags, accessories, and lifestyle pieces — seamlessly blending traditional techniques with modern innovation.
Project Overview
As the Design Lead on this project, I guided the transformation of Moore & Giles’ eCommerce experience. Through in-depth research, wireframing, and collaborative working sessions (including live refinement with the client), I designed a tailored solution on BigCommerce to enhance the customer journey. The final output not only elevated the brand’s digital presence but also accommodated its unique “made to order” furniture model, ensuring a seamless and sophisticated shopping experience. We also needed to create two websites, one for their B2B and one for their B2C customers.
Visual Direction Strategy
We presented two visual directions to help determine which approach best aligned with the brand. This exploration informed our wireframing, overall layout, and how we would start to develop of visual system. In the end, the client chose a hybrid approach, combining elements from both directions.
Direction 1
Legacy of Leather
This visual direction emphasizes generous negative space and detail-driven product photography to highlight texture and craftsmanship. Typography becomes the primary design engine, creating clarity and lift while preventing visual clutter. Scrollable timelines further ground the experience by showcasing the brand’s long history and evolution in an engaging, editorial way.
Direction 2
Leather is Adventure
This direction highlights the longevity and resilience of each piece, underscoring how the products evolve with their owners over time. Bringing the audience behind the scenes reveals the craftsmanship and distinctive processes that define M&G, reinforcing perceptions of quality and durability. Layering in the brand’s rich history, spanning its founders to later generations, shows how it has continually shaped and elevated its industry.
Low-Fidelity
Product Detail Page
This page became one of our primary design challenges. It needed to accommodate hundreds of leather varieties for the furniture line, while the smaller goods such as bags, wallets, and belts, required far fewer swatches. We had to strategically minimize component complexity while still meeting the distinct needs of both product categories.
Product Listing Page
We also created a product listing page for both the furniture and leather items. This included a quick view, side filtering, and featured items within the product grid.
