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← The UX Guide Vol. 1: Luxury Ecommerce

retail · Shopify ·

Analog Shift

New York dealer in vintage and pre-owned wristwatches, started by James Lamdin in 2012, known for long and candid condition write-ups and now part of the Watches of Switzerland group.

The pages

desktop1440 x 900

Analog Shift homepage on desktop, Shopify luxury retail storefront captured at 1440 x 900
Homepage
Analog Shift collection: 0 inventory on desktop, Shopify luxury retail storefront captured at 1440 x 900
Collection: 0 Inventory
Analog Shift product page on desktop, Shopify luxury retail storefront captured at 1440 x 900
Product page

mobile390 x 844

Analog Shift homepage on mobile, Shopify luxury retail storefront captured at 390 x 844
Homepage
Analog Shift collection: 0 inventory on mobile, Shopify luxury retail storefront captured at 390 x 844
Collection: 0 Inventory
Analog Shift product page on mobile, Shopify luxury retail storefront captured at 390 x 844
Product page

Palette

Surfaces, by share of painted area

69.6%
18.7%
69.6% #ffffff page
18.7% #f7f7f4 panels and cards
5.3% #eeeeea panels and cards
2.1% #000000 dark bands
2.1% #6153a9 accent
1.6% #f9f9f9 panels and cards

Ink, by share of text set in it

86.4%
86.4% #000000 body and headings
6.7% #595959 emphasis
6.4% #ffffff reversed on dark
0.3% #268260 secondary
0.2% #2e9b57 secondary

Imagery, by share of the page it covers

19.2% photograph, the rest is surface

Typography

sans-serif · everything

Bradford

sans-serif · accent

RightGrotesk

of all text on the page

100% sans-serif

The icon set

cart
search
menu
close

Ecommerce components, rebuilt to spec

Analog Shift add to cart button photographed on its product page
photographed on analogshift.com
Add to cart
Type
Maison 16px / 400 / 1px tracking / uppercase
Color
rgb(255, 255, 255) on #2ca076, painted over #ffffff
Shape
0px radius, 234 by 54px
Label
center, rebuild matched the photograph at 0.958
Patek Philippe Perpetual Calendar Chronograph Sold Out
Smiths Set of Six Stopwatches Sold Out
Minerva Rally Timer Clipboard Sold Out
Product card
Grid
3 across, 312px wide
Image
0.8 : 1 crop, cover
Line 1
16px / 400, rgb(38, 130, 96)
Line 2
15px / 400, rgb(0, 0, 0)

Size and color

16MM 18MM
Size selector
Control
radio list with text labels, 2 values
Label
Size
Type
Maison 14px / 400
Cell
66 by 46px, 8px apart
Chosen
border 2px solid rgb(0, 0, 0) (unselected 2px solid rgb(242, 242, 242))
On load
one is already chosen