Harbor & Fen

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Home textiles

A linen store you can almost touch

A linen store you can almost touch

Harbor & Fen sold linen with stock photos and a stock theme, and color returns were high. I designed the store around fabric close-ups and built it.

Harbor & Fen sold linen with stock photos and a stock theme, and color returns were high. I designed the store around fabric close-ups and built it.

Year

2024

Role

Design and Shopify theme build

Duration

10 weeks

Website

A tablet showing the Harbor & Fen product page for a washed linen duvet cover, $240, in Oat, for oak floors, with an actual-size weave close-up and a fabric swatch card beside it.
A tablet showing the Harbor & Fen product page for a washed linen duvet cover, $240, in Oat, for oak floors, with an actual-size weave close-up and a fabric swatch card beside it.
A tablet showing the Harbor & Fen product page for a washed linen duvet cover, $240, in Oat, for oak floors, with an actual-size weave close-up and a fabric swatch card beside it.

01 · The brief

What they asked for

What they asked for

People love our linen in person and can’t feel it online. Colors look different on screens, so we get returns.

Constraints

  • Shopify theme, edited by a team of two

  • Budget for one product shoot

  • Ready for the autumn collection, 10 weeks out

A returns log with “color not as expected” circled as the top reason
A returns log with “color not as expected” circled as the top reason
A returns log with “color not as expected” circled as the top reason
Six linen colour swatches whose old product codes are struck through and renamed after what they match: Oat for oak floors, Sage for white walls, Clay for terracotta tile, Slate for grey sofas, Ochre for walnut, Chalk for bright rooms.
Six linen colour swatches whose old product codes are struck through and renamed after what they match: Oat for oak floors, Sage for white walls, Clay for terracotta tile, Slate for grey sofas, Ochre for walnut, Chalk for bright rooms.
Six linen colour swatches whose old product codes are struck through and renamed after what they match: Oat for oak floors, Sage for white walls, Clay for terracotta tile, Slate for grey sofas, Ochre for walnut, Chalk for bright rooms.

02 · Design

What I decided, and why

01

Show the weave at actual size.

A 1:1 close-up answered “how thick is it?” better than any description.

02

Name colors after what they match.

“Oat, for oak floors” cut color returns more than better photos did.

03

Sell the bed, not the sheet.

Sets became the default view, with single pieces one tap away.

03 · Build

How it was built

How it was built

Stack

Shopify Online Store 2.0, Liquid, Alpine.js

What the team kept

Sections the team edits in the Shopify editor, and a one-page guide for adding a new fabric.

A theme editor open on the product page’s fabric close-up section, with the page’s editable sections listed beside it
A theme editor open on the product page’s fabric close-up section, with the page’s editable sections listed beside it
A theme editor open on the product page’s fabric close-up section, with the page’s editable sections listed beside it

04 · Result

What changed

+19%

average order value, first 90 days vs. the same period last year

−27%

returns for color mismatch, first two quarters

2.1 s

Largest Contentful Paint on mobile, down from 3.6 s

Visit the live site

Customers tell us the site feels like touching the fabric.

Imogen Hart

Co-founder, Harbor & Fen

Customers tell us the site feels like touching the fabric.

Imogen Hart

Co-founder, Harbor & Fen

Customers tell us the site feels like touching the fabric.

Imogen Hart

Co-founder, Harbor & Fen

Next project

Booking a clinic visit in under a minute

Quarry Health

·

2023

Open project

The one-page Quarry booking flow on a phone: available times first, in large buttons, with a short form below
The one-page Quarry booking flow on a phone: available times first, in large buttons, with a short form below
The one-page Quarry booking flow on a phone: available times first, in large buttons, with a short form below

Contact

Have a project with a date on it?

Tell me what you’re building and when it needs to ship. I’ll reply with whether I can help, and how.

A new email to hello@rhealind.com asking to talk about a project with a June launch, beside a March 2027 calendar whose first week is highlighted as 'Booking from', and a tag reading 'Replies within 1 business day'.

hello@rhealind.com

Email me

Booking from March 2027

Replies within 1 business day

Pacific Time

Contact

Have a project with a date on it?

Tell me what you’re building and when it needs to ship. I’ll reply with whether I can help, and how.

A new email to hello@rhealind.com asking to talk about a project with a June launch, beside a March 2027 calendar whose first week is highlighted as 'Booking from', and a tag reading 'Replies within 1 business day'.

hello@rhealind.com

Email me

Booking from March 2027

Replies within 1 business day

Pacific Time

Contact

Have a project with a date on it?

Tell me what you’re building and when it needs to ship. I’ll reply with whether I can help, and how.

A new email to hello@rhealind.com asking to talk about a project with a June launch, beside a March 2027 calendar whose first week is highlighted as 'Booking from', and a tag reading 'Replies within 1 business day'.

hello@rhealind.com

Email me

Booking from March 2027

Replies within 1 business day

Pacific Time

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