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← The UX Guide Vol. 1: Luxury Ecommerce

luggage · Shopify ·

Away

American luggage company launched in 2015 by Steph Korey and Jen Rubio, known for hard shell polycarbonate carry ons with interior compression and, on early models, a removable battery.

The pages

desktop1440 x 900

Away homepage on desktop, Shopify luxury luggage storefront captured at 1440 x 900
Homepage
Away collection: all product (internal only) on desktop, Shopify luxury luggage storefront captured at 1440 x 900
Collection: All product (internal only)
Away product page on desktop, Shopify luxury luggage storefront captured at 1440 x 900
Product page

mobile390 x 844

Away homepage on mobile, Shopify luxury luggage storefront captured at 390 x 844
Homepage
Away collection: all product (internal only) on mobile, Shopify luxury luggage storefront captured at 390 x 844
Collection: All product (internal only)
Away product page on mobile, Shopify luxury luggage storefront captured at 390 x 844
Product page

Palette

Surfaces, by share of painted area

82.3%
13.8%
82.3% #f7f4f1 page
13.8% #ffffff panels and cards
1.6% #f7f0ea panels and cards
1.3% #b1b068 accent
0.8% #f9e3ea secondary surface
0.3% #f7eeea panels and cards

Ink, by share of text set in it

75.4%
11.7%
75.4% #111111 body and headings
11.7% #000000 emphasis
7.2% #666666 emphasis
5.3% #ffffff reversed on dark
0.4% #d8d8dc secondary

Imagery, by share of the page it covers

8.5% photograph, the rest is surface

Typography

sans-serif · everything

Graphik

sans-serif · accent

Lyon Display

of all text on the page

76% sans-serif24% serif

The icon set

cart
search
account
menu
close

Ecommerce components, rebuilt to spec

Away add to cart button photographed on its product page
photographed on awaytravel.com
Add to cart
Type
Graphik 16px / 500 / uppercase
Color
rgb(255, 255, 255) on #111111, painted over #f7f7f7
Shape
80px radius, 219 by 52px
Label
center, rebuild matched the photograph at 0.917
Product card
Grid
4 across, 270px wide
Image
0.78 : 1 crop, cover

The email sign up popup

Away email sign up popup, centred centre, offering 10% off
Email capture
Placement
centred centre, 493 x 500
Asks for
email
Offers
10% off
Shown on
desktop only
Dismissible
no close control found