THE CONTEXT —

In 2015 Allbirds set out an entirely new category of shoes inspired by natural materials and guided by an ethos to create better things in a better way. 10 years later, Allbirds partnered with Pattern to launch a comprehensive ecommerce redesign on Shopify, debuting a new digital flagship that sets the stage for the brand’s next chapter. The new experience reimagines site architecture, UX, content strategy, and visual design to better showcase an expanded product line and amplify Allbirds’ bold new brand platform, By Nature.

WHAT WE DID  —

Analytics and Data Insights
Content Strategy
Information Architecture
User Journeys
UX Design
Content Art Direction
Visual & UI Design
Interaction Design
Motion Design & Animation

TECHNOLOGY PLATFORMS  —

Shopify Enterprise
Shop Pay
Yotpo
Algolia
Gladly
Shoprunner
Contentful

"Working with Pattern has been an absolute pleasure from start to finish. Their exceptional ability to understand our brand exceeded our expectations. They dove deep into our ethos, values, and vision, translating them into strategies and designs that truly captured the essence of who we are. Beyond their creative prowess, Pattern proved to be outstanding collaborators. They seamlessly integrated with our teams, fostering an environment of open communication and mutual respect. Their willingness to listen, adapt, and offer valuable insights made the entire process a true partnership. Thank you, Pattern, for your exceptional work and dedication. We look forward to continuing our journey together."

Julie Levin
GM / Head of US Digital Marketplace
Allbirds

A COLLABORATIVE EVOLUTION —

Our collaboration with Allbirds began at a pivotal moment in the brand’s evolution: a chance to help shape the foundation of a comeback story. Partnering directly with Allbirds’ new leadership, we immersed ourselves in their vision for growth, exploring everything from product expansion and merchandising strategy to content, storytelling, and customer experience.

From this process, we uncovered the core challenge: how to honor what made Allbirds iconic while designing a digital flagship built for where the brand is headed. By translating insights into a clear experience strategy, we created a site that marries storytelling with performance — elevating comfort, style, and material innovation while laying the groundwork for Allbirds’ next chapter.

Experience Strategy & IA
We re-architected navigation and taxonomy to simplify product discovery, surface key differentiators, and scale with the brand’s growing catalog, ensuring seamless paths for both first-time visitors and long-time fans.

UX & Visual Design
We designed a modular system that balances high-performance ecommerce with bold brand moments. Every touchpoint — from homepage storytelling to PDP clarity — was reimagined to elevate comfort, style versatility, and innovative materials.

Content Strategy
A new messaging hierarchy centers on Allbirds’ core pillars: uncompromising quality and comfort, inspired colors and elevated design, and innovative materials crafted with sustainability in mind.

Creative Direction
We brought the By Nature platform to life through immersive, scroll-stopping visuals and interactions — weaving narrative, product education, and discovery moments into a unified experience.

WORK WITH PATTERN —

Talk to us about Shopify Plus, Shopify Enterprise, and Unified Commerce.

CELEBRATING THE PAST WHILE DRIVING TOWARD THE FUTURE  —

The Allbirds redesign unfolded at the same moment the brand itself was transforming. New leadership was reshaping positioning, retail environments, and product strategy, all while Pattern was tasked with reimagining the digital experience. Many of the most consequential decisions about content, UX, and design were made in parallel with Allbirds’ own brand evolution. The challenge here required us to design in real time as the new identity took shape.

At the same time, Allbirds was rapidly expanding its product line beyond its core runners into entirely new categories, materials, and verticals. Our UX framework needed to do more than solve for today’s assortment, it had to anticipate a dramatically broader future catalog.

To navigate this complexity, we anchored the project around a set of guiding principles that balanced clarity with ambition. This allowed us to take big swings, iterate, refine, and adapt as both the site and the brand evolved together. The result is an ecommerce platform that not only supports the Allbirds business of today, but also gives customers an early glimpse into where the brand is headed.

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