U.S.-Based
E-Commerce
Forbidden
Alchemy
Client
Forbidden Alchemy
Industry
E-commerce
Platform
Shopify
Service
UX/UI & Branding
01.Overview
Forbidden Alchemy is a gothic fashion online store selling clothing and accessories for goths and the metalhead community. This direction is unique and not for everyone.
The goal was to create a modern and mystical design for the store and recreate Forbidden Alchemy with a focus on user-centered design and functionality.
SoftDoes delivered the full journey, from research and UX to UI design, brand identity, and social media content.
Be different
A modern and mystical online store for clothing and accessories that let the alternative community express itself.
02.Client background
Forbidden Alchemy supports the metalhead community with unique, provocative clothing that defies the norms. The brand believes in self-expression and bold fashion statements without breaking the bank: its designs are dark, detailed, and often controversial, perfect for those who dare to stand out. 10% of all profits are donated to mental health awareness foundations.
To understand the audience, the team analyzed the site’s target users: most are around 28 years old and shop mostly on mobile. Interviews with regular customers showed they value the dark visual style and detailed product pages, and want quick access to size charts, automatic gift bonuses, and an easy way to buy in bulk.
03.Challenge & solution
Issues related to the UX and UI of a niche fashion store can be not only nuanced, but crucial. User research and interviews surfaced the main problems to fix.
The key problems were:
A lack of simplicity: new users had difficulty adapting to the store.
Unattractive UI: the design of similar sites needed a whole new update.
Functionality: sites in the niche suffered from weak functionality.
A small search bar and no clear information about returns.
No system for buying in bulk, and gift bonuses that were not beginner-friendly.
SoftDoes recreated Forbidden Alchemy through research, UX, and UI stages, with plenty of brainstorming, team calls, and testing along the way.
The solution focused on three directions:
New UX: implementation and improvement of UX to make the site more user-friendly.
New UI: a design that creates a sense of satisfaction with every click.
Must-have research: reviewing all competitors to provide the site with the best functionality.
Quick access to size charts and a simple, fast checkout process.
Tests across all essential screen sizes, plus a matching brand identity and social media content.
Draft development, UX/UI design, user testing, and many other activities turned Forbidden Alchemy into an exceptional solution.
04.Results
We crafted a striking e-commerce platform that reflects Forbidden Alchemy’s gothic essence, enhances user experience, and establishes it as a leading destination for alternative fashion:
User retention grew from 245 to +684 in a month
+44% revenue month over month
Higher user engagement than the previous month
86% satisfaction with design & visuals
73% satisfaction with functionality
82% successful results with finding what you need
75% performance on mobile devices
Simple and fast payment process
Detailed product pages with quick access to size charts
Responsive store for desktop, tablet, and mobile
Gothic brand identity across packaging, signage, and merch
Simple, easy-to-understand social media content
Best site I’ve seen. It’s fascinating!
Everywhere you go there is something, and you don’t want to leave the site. — Forbidden Alchemy customers
