E-commerce for luxury fashion brands

 

Client

Tommy Hilfiger & Calvin Klein

Duration

Feb 2015 - Feb 2018
(multiple projects)

Core Capabilities

Interaction Design
Usability Testing
Prototyping

 

 

The Challenge

I worked with the PVH group and Salmon to re-platform and redesign the Tommy Hilfiger and Calvin Klein websites across Europe. My expertise was called on as a UX Designer with experience with highly transactional e-commerce sites.

They needed help to manage the transition of a multi-lingual, multi-locale site while maintaining the right balance of visual design flair and a user experience optimised for e-commerce conversions. Several new payment methods were incorporated along with a redesigned checkout flow resulting in some impressive conversion uplift.

 
 

The Process

 

1.

I was involved from Discovery through the build of the main re-platform project and onto more recent optimisations on their sites.

We led an intensive 6 week discovery including several requirements gathering workshops and lots of collaborative design sessions to understand the project scope, the roadmap for new functionality and to align on the goals of the project. 

I created several iterations of wireframes for mobile/tablet and desktop to help the business visualise the changes they were looking to make alongside the re-platform.

* At this stage it was mainly a "tech led" project so user research was not required by the client.

 

2.

At the end of discovery a mobile and desktop prototype was usability tested giving the client valuable feedback from real users (according to a screener based on Tommy's demographic). This approach was new to the client, who had traditionally been a very brand led organisation where stakeholders held more sway than the users.

 

 

3.

Once feedback from testing had been assessed and design iterations made, full specification documents and wireframes were created in conjunction with business analyst and tech architects to provide a comprehensive blueprint for the developers to build from. 

* At this stage the client had yet to adopt Agile working practices, hence the need for the functional spec.

 

Outside of the wider re-platforming project I was also the UX Lead for a checkout redesign of the existing Calvin Klein site across Europe. We helped the client design a fully responsive checkout to replace their existing "out of the box" set up which wasn't optimised for mobile users, a major problem considering their stats were showing a massive upward surge in mobile traffic across Europe.

Building on the work I had already completed and incorporating insights CK had from A/B testing we: reduced the amount of steps in the checkout by using a persistent order summary rather than a "review order" screen; changed the first page of the checkout into a soft login where email address is captured and users can login or continue as guest; added numerous payment and delivery method options for different areas in Europe.

Outcomes were very positive and resulted far superior conversions than the old version (see outcomes section below). This new checkout also then became the basis of further developments on the Tommy checkout to chase more conversions. 

4.

 

More UX consultancy and usability testing followed on from this work as the brands seek to further progress their sites and keep things aligned with their ever changing branding and marketing strategy.

5.

 

The Outcome

Both brands are enjoying a surge in orders and revenue. Senior stakeholders have seen the value of a user centred approach and on-going changes are now being validated through usability testing before rolling out onto the live sites.

The redesigned CK checkout resulted in triple digit uplift on checkout conversion on mobile ( +112%) and double digit on desktop (+71%) when comparing before and after go-live.