Charlie Dog Boxers Co. provides men with the softest, most comfortable boxer shorts they’ve ever worn. Founded by Joan Wharton, Charlie Dog Boxers Co. asked New Way Design to create an online presence to market and sell their products. As project lead, my job was to design a friendly shopping experience that is personable and straightforward. In addition, Joan and staff wanted the ability to add new products and make updates to the site as the company grows. The result is an intuitive user experience that combines clarity with ease of use to reflect the luxurious, laid-back brand of Charlie Dog Boxers Co.

Charlie Dog Boxer Co.

My role
UX, IA, Art Direction, Visual Design

Partnered with
Crystal Fuller, Project Management
Antoine Butler, Development & WordPress integration

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Developing the information architecture and user flow

I worked closely with the client to generate user scenarios and align on editorial strategy. This process drove the information architecture and technical requirements of the site. Wireframes were created to test users’ shopping flow.


Mood boards

The company’s name was inspired by the owner’s dog, Charlie, and we were inspired by his charming, easy-going personality. We chose textures that reminded us of Charlie, and textures that exude comfort, luxury, and personal style.


The comfort of home

A minimalist homepage to focus user’s attention on the product and goal of the company.


Browsing the goods

All products are organized by alpha order, displayed in the list format for ease of browsing and discovering. The product page features a gallery that allow users to see the larger images for details.


Checking them out

Viewing items in the cart and checking out is a two-click process – fast and efficient.


Photo gallery to show off your dogs

A photo gallery template was designed for multiple uses, as a way to interact with consumers. Users can submit their old boxers for a chance to win 25% off their next purchase. They can also submit their photos to show off their boxers.