With a rich history and clear vision of a more minimal and modern future for the brand I worked with their team to create the new ohioknittingmills.com store.
A site "search" can easily feel cold and sterile because it's a programming function that calls and returns from a database. It is inherently void of a human element. But part of the brand history is about the human element, so making this cold function feel more warm and human was important. The search form mimics human interaction with a question and feedback system in an effort to be kind of like a sales associate.
The product page also has a UX feature that treats the mouse—or your finger if on mobile—as an extension of your eye. It assumes if the mouse is lingering, or you tap on the product description then you are interested in that information, and it fades the product image out to help bring the info you are interested in, into "focus." Similarly to what your brain does by filtering out information that you are not focusing on.
As a celebration for the site and brand update, I made this poster.