Designing for Desire: Twist’s Web Revamp for Mr. Button’s New Collection

The Challenge: A Collection Deserving a Stage

When Mr. Button was ready to drop its most refined seasonal collection yet, the existing site felt visually flat and functionally outdated. The new line demanded a digital space that was immersive, editorial, and unmistakably elevated.

Twist stepped in to redesign both the homepage and product pages—not just for aesthetics, but for performance.

Step 1: Strategic UX Overhaul

We began with mapping user journeys and identifying friction points across the funnel. Drop-offs were highest between homepage entry and product discovery, especially on mobile—where over 80% of users came from.

We reimagined the flow with three core goals:

• Capture attention immediately

• Communicate collection story quickly

• Convert browsers into buyers effortlessly

Step 2: Homepage Redesign

We introduced a layered, scroll-based storytelling format that guided users through:

• The collection narrative: tone, inspiration, and key pieces

• Curated looks and editorial-style visuals

• Integrated shopping journeys from homepage to checkout

Hover effects, mobile-responsive animations, and anchored CTAs helped keep engagement high.

Step 3: Product Page Optimization

Our team refined each product page to offer more than just specs:

• Updated copy to highlight fit, fabric origin, and styling context

• Icons for easy readability on delivery, care, and returns

• Enhanced gallery with lifestyle shots, detail views, and motion cues

• Added trust elements: reviews, fit guide, and “Pair With” suggestions

Every design choice was deliberate: to reduce bounce, spark desire, and shorten the path to checkout.

Results Within 30 Days

• Web traffic increased by 20%, driven by improved SEO and visual UX

• Bounce rate dropped by 30%, especially on mobile

• Collection-specific pages saw 2.2x higher engagement

• Founders praised the redesign for finally reflecting the brand’s premium vision

At Twist, we believe great design isn’t just visual—it’s directional. Our work helped Mr. Button not just showcase a collection, but shape a brand perception that matched its ambition.