# Diane von Furstenberg

# Diane von Furstenburg
##  Award-Winning eCommerce Experience 
Web Development • UX & UI Design 

### Overview
Diane von Furstenberg (DVF) partnered with Roswell NYC to reimagine their digital flagship and create an immersive, conversion-driven shopping experience that felt as bold and elegant as the brand itself. The result? A website that not only elevated the customer journey but also earned the Webby People's Voice Award for Best Website in the Shopping Category—a testament to the seamless blend of storytelling and performance.


### Challenge
DVF needed a site that could live up to its legendary fashion house status: Visually rich but clean and functional Optimized for mobile without compromising luxury appeal Scalable for commerce without losing the brand’s editorial edge

### Roswell’s Approach
We evolved the DVF digital experience by balancing high-fashion storytelling with conversion-focused UX. Our strategy centered on three key pillars: Elevated Visual Storytelling: To honor DVF’s bold legacy, we transformed the site into an immersive stage. This included enlarged, swipeable product imagery on collection pages and a parallax-driven editorial experience that allows users to shop directly within campaign stories. Minimalist Luxury: We stripped back the interface to let the product shine, particularly on mobile. By implementing subtle sticky navigation and reducing interruptions, we created a "frame for the art"—a frictionless, intentional flow that prioritizes the brand's aesthetic. High-Velocity Conversion: To drive efficiency, we introduced a custom one-click Quick Shop. This mobile-optimized feature allows users to select sizes and add to bag instantly from the gallery view, significantly reducing friction and boosting AOV.

### Impact
Webby People’s Voice Award Winner, Shopping Category (2025) Increased product discovery and add-to-cart rates post-launch Elevated brand perception through immersive storytelling without compromising conversion

### Why It Stands Out
DVF.com is a masterclass in balancing luxury fashion storytelling with intuitive shopping flow. Every design decision—down to the micro-interactions—was rooted in understanding the modern shopper's behavior while celebrating the visual richness of the DVF brand.
The final experience doesn’t just reflect who DVF is—it invites every customer to see themselves in the brand’s story, with a path to purchase as effortless as the dresses themselves.

## Our Work
- [Pura Vida - Dev]([object Object])
- [Jennie Kwon Designs]([object Object])
- [Sendero]([object Object])
- [Brixton]([object Object])
- [Love Amika]([object Object])
- [Rotor Riot]([object Object])
- [Adina Reyter]([object Object])
- [Pura Vida Bracelets]([object Object])
- [Calm]([object Object])
- [The Sak]([object Object])
- [Hyperlite]([object Object])
- [A+E]([object Object])
- [Hat Heaven Brand Abduction]([object Object])
- [Diane von Furstenberg]([object Object])
- [Gen See]([object Object])
- [Hyperlite]([object Object])
- [Hyperlite - Affiliate]([object Object])
- [Boyne]([object Object])
- [Hat Heaven]([object Object])
- [Juliska]([object Object])
- [Kjaer Weis]([object Object])
- [IQBAR]([object Object])
- [Colorscience]([object Object])
- [Fresh Seafood]([object Object])
- [Hyperlite]([object Object])
- [Fright Rags]([object Object])
- [Jones New York]([object Object])
- [Misook]([object Object])
- [Supergoop!]([object Object])
- [TYR]([object Object])
- [TB12]([object Object])

## Contact Information
Address: 225 Broadway Suite 3100, New York, NY 10007
Phone: 212.227.6140
Email: contact@roswellstudios.com

## About Roswell
We are a full service eCommerce agency providing conversion focused experiences for direct-to-consumer (DTC) and B2B brands. Our portfolio grossed over $350M USD in 2024.