Learn how to design apps by studying great examples.

1. How Everlane Sells More Than Clothes
DESIGNFIELDGUIDE.COM PRESENTS...
...AN AWESOME APP DESIGN CRITIQUE

2. Hi! I’m going to walk
through Everlane’s
app “as a user” and
reveal my insights so
you can learn how to
think like a designer
and design better.

3. Oh, who am I?
Four years as a visual
and interaction
designer at Google.
Before that, I started
a mobile app company
with some friends
that was acquired
by Google.
Now I teach design at
DesignFieldGuide.com
PS props to
useronboard.com for
coming up with this
awesome format for
teaching and sharing.

4. Let’s walk through a situation that a person
downloading Everlane might have...
“I want to buy a
gift for a friend
who loves Everlane.”
(mini-me)

6. First I have to find the app on
the App Store.

8. Interesting. They’re promoting
things that aren’t clothes in the
image carousel.
It made me wonder for a second
“Is this the right app for buying
clothes?” I see a bike and
something about inviting
friends… ?

9. If you have a lot of organic
downloads (like, people just
find you on the App store
randomly) make sure your app
store images clearly explains
what your app is.
I *think* that Everlane did this
because most of their users
download the app after
already making a purchase on
their website, so its OK to
feature “non-clothes” since
their customers already know
what Everlane is.

10. The App Store listing is like their
home page because it’s the first
experience I have with the app.

14. My friend recommended Everlane
to me, but I still want to read
the reviews.

16. Oh jeez, lots of 1 stars. I’ll
forgive the app if they’re old
reviews, but these are recent.
Looks like it’s buggy.

18. This is a fantastic description of
the benefit of shopping with
Everlane.
It would have been helpful to
read this on one of the
screenshots because I’m not
familiar with the brand like my
friend is.

19. Whaaat! Real-time weather
wardrobe recommendations! Cool.
I’ve never seen this from a
clothing company.
I guess this is what they were
hinting at in the App Store
screenshots.

21. This is cool. It’s an example of
how their mission statement of
being transparent plays out in an
unexpected aspect of their work.

25. Ahh. I can breathe.

26. Their logo reminds me of
something...

27. B A T M A N

28. B A T M A N
...nailed it.

29. Asking for permission to send me
notifications is a nice way to
prime me before the iOS modal
pops up unexpectedly.

30. ..but to make it even more likely
I’ll hit OK, I would swap these
two bits of copy. Always start
with the benefit.

31. Be the first to know about
new product launches and
announcements.
How? Receive Everlane Notifications
by hitting OK on the next screen.

32. OK back to the real app..

36. Signing up with email

41. Whaat? After logging in, I was
dropped into my account page.
You should definitely drop me off
where I can browse…

42. Let’s try logging in with
Facebook instead to see what
happens.

43. Logging in with Facebook

47. Facebook never filled with any
real content, but you can see
that blue, so it’s recognizable.
The transition was super quick.

49. This time it dropped me into
Home where I could browse
clothes.

50. OK, now I’m actually buying a sweatshirt.

51. Lots of stuff that is not “buy
clothes” in this app. I guess they
are more interested in building
community and a brand than
letting people quickly buy stuff.
Is there even a search?
OK time to find that sweatshirt.

55. This is the gift I’m going to buy
her. Let’s choose a color...

57. Visually this page is beautiful and
functional The photos are square
(like Instagram) so they feel
well-balanced. There’s a light,
airy feeling to everything on this
page. The combination of serif
and san-serif feels refined. Serif
for the products, and sans-serif
for the navigation. It’s subtle,
but makes a difference for a
company like this.

63. Nice, big call-to-action here
makes it easy and obvious what
to do.

64. They kept the price with name
of product (like the last screen).
The price could also go next to
ADD TO BAG. I would guess that
distancing the price from the
call-to-action leads to more
clicks. It feels less expensive to
hit that button :)

69. This “loading” state is nice. Its
VERY clear, and gets me to pause
for a moment and not do other
things on my phone that could
potentially crash the app in the
middle of a purchase.

71. Looks like the bag has been
updated with my one item…
super subtle.. also it’s super
subtle that is in fact a “bag.” The
bag icon is better than a cheesy
shopping cart, but I think the
icon designer can get it a few
notches closer to looking like a
familiar bag.

73. Nice! This is a great time to
teach me something, right after
I bought a product. Im in a good
mood, and done with the task I
had earlier.
Let’s try it out.

76. (long-pressing)

77. A small circle appears...

79. OK, this is familiar. Cool.

80. OK, this is familiar. Cool…

81. … but no thanks.

83. Let’s checkout

85. Apple Pay is a default, so I
dont even have to type in a
credit card.
Something tells me I might be
back to this app to buy more
stuff...

87. Using Touch ID…
Touch ID is so cool..

90. ...and we’re done!

91. This is it? There is so much
opportunity to do something
cool here.
● A list of what I bought
● A photo of the team or
factory that produced my
clothes thanking me
● A little bit more about the
Everlane brand
● How long I can expect it to
take for me to get my
stuff

93. Unrelated to Everlane, but that
notification is great because I
have confidence that I was
charged the right amount.

96. After purchasing, exploring the real-time wardrobe recommendation feature.

97. I’m done with what I needed to
do, so let’s poke around. Here’s
that thing that impressed me in
the details of the App Store.

99. Another prep screen before the
iOS notification. They did a
better job here leading with the
benefit, but still could improve it.

100. Get morning outfit suggestions
based on your local weather
Turn on Location Services so we
know what the weather is like where
you are. Hit OK on the next screen.

102. Great copy here. Very clear.

105. Not bad. Unlike other weather
apps, there’s a big photo of what
I should wear. Great!

108. So that’s Everlane!
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