Fathom
From the mill to your needles, in a few taps.
Fathom is a multi-store ecommerce app for an Irish yarn mill with five shops and a wholesale outlet, and I designed it end to end: the customer app, the web shop and the back office that runs them. One design system carries all three, so a skein looks the same whether it is ordered on the bus or packed in Blackrock.
Five shops, five ways to order.
Customers rang the shop they knew, stock lived on clipboards in each store and the old app treated every yarn like the same product. Nobody could see what was in stock where, or reorder last month’s basket.
One mill, one basket, every shop.
Shop any store or the wholesale outlet from one app, choose delivery or same-day pickup, and earn credit on every order. Behind it, the team runs orders, stock and sales for every location from one place.
Design process
-
01
Discovery
Shop owner interviews Order and stock auditKnitter survey Competitor teardown -
02
Structure
Store-first navigation Per-store basketsDelivery and pickup rules Loyalty credit model -
03
Design
Paper and ink palette Tokens and componentsApp, web and back office Real catalogue and photos -
04
Handoff
Clickable prototypes Dev Mode specsAccessibility pass Icon and image library
Fathom
From the mill to your needles, in a few taps.
Fathom is a multi-store ecommerce app for an Irish yarn mill with five shops and a wholesale outlet, and I designed it end to end: the customer app, the web shop and the back office that runs them. One design system carries all three, so a skein looks the same whether it is ordered on the bus or packed in Blackrock.
Five shops, five ways to order.
Customers rang the shop they knew, stock lived on clipboards in each store and the old app treated every yarn like the same product. Nobody could see what was in stock where, or reorder last month’s basket.
One mill, one basket, every shop.
Shop any store or the wholesale outlet from one app, choose delivery or same-day pickup, and earn credit on every order. Behind it, the team runs orders, stock and sales for every location from one place.
Design process
-
01
Discovery
- Shop owner interviews
- Order and stock audit
- Knitter survey
- Competitor teardown
-
02
Structure
- Store-first navigation
- Per-store baskets
- Delivery and pickup rules
- Loyalty credit model
-
03
Design
- Paper and ink palette
- Tokens and components
- App, web and back office
- Real catalogue and photos
-
04
Handoff
- Clickable prototypes
- Dev Mode specs
- Accessibility pass
- Icon and image library