How do you design an online experience for a newly launched apparel company, that conveys its unique value proposition while also providing the groundwork for further growth of the company? A. Lynn is a fashion e-commerce brand that offers more sizing options than department store brands. A. Lynn’s founder approached our team to help address usability concerns with her company’s newly launched e-commerce website.
Find pain points for users visiting A. Lynn’s website and make redesign recommendations for a responsive website. A. Lynn’s founder was concerned about a high bounce rate on her homepage, and wished to add a “fit calculator” feature to help simplify the current Fit Guide & Starter Kit process.
Research & Design
Research & Design
Research & Design
In addition to our own internal analysis of A. Lynn’s website, our team recruited users to conduct exploratory interviews and usability testing. The results from our usability testing echoed our findings from our internal audit of the site:
Sending Mixed Messages
Users believed A. Lynn was offering custom-tailored clothing, that fit exactly to the users’ specifications. While A.Lynn does offer more sizing options it does not offer custom tailored clothing to customers. So why weren’t users visiting the site on A. Lynn’s value proposition?
The language used in the copy confused users:
“bringing a tailored experience to your front door”
The mannequin and measuring tape imagery used were
items users associated with a tailored or custom made clothing.
Users were instructed to purchase a “Starter Kit” and use the instructions on the kit to measure themselves in order to find their corresponding fit on A. Lynn’s size chart.
Our users told us they shop online for the connivence and time saved by not having to go to an actual brick and mortar store. They shop online from brands whose sizing information they are familiar with and want information presented to them that is clear and concise. Users want to make purchases confidently and don’t want to any doubts when it comes to their purchases.
A.Lynn’s Size Guide
Users were overwhelmed by the size chart
and were unfamiliar with A. Lynn’s measurements
Users wanted to see general product information at a glance: information on pricing, name, stock and color.
Clearing the Path to Conversion
We presented our findings to our stakeholder and came to a consensus about focusing our design efforts on messaging and optimizing a path to conversion. We created a new problem statement that helped guide us through our design studio:
We prioritized creating a clear path to conversion from the moment a user landed on the homepage all the way through to checkout. I lead the re-design on the Home page, Product Gallery and Size Chart.
Home Page Redesign
Product Gallery Page Redesign
The Product Gallery page was flagged during our usability testing as a pain point for our users in their flow. My redesign recommendations, although rather traditional, kept the users’ needs at it’s core. It keeps product photography the focus, but includes the information users need to inform their decisions, which includes product pricing, name, and available sizes.
Size Chart Redesign
We found that when users shop online from an unfamiliar brand, they use different points of reference to identify clothing sizing and fitting. They expect a brand to present it’s sizing information in a clear and concise manner. However, A. Lynn users were overwhelmed and unfamiliar with some of the measurements displayed on A. Lynn’s old size chart. Our client is an expert in the fashion industry and we wanted to ensure we accurately portrayed the sizing specifications, so we invited her to collaborate with us on developing a new size chart. We identified the key information most needed by the user, and highlighted A. Lynn’s other unique sizing offerings and how they are measured. We proceeded to create an entirely new templated system for the size chart, complete with photographic reference and guide.