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A responsive (mobile friendly) eCommerce website was created for US based clothing label Express. While on a holiday in a small Californian town, our Head of Design fell in love with the store during a last minute shopping experience. During a conversation, the store manager mentioned how a couple of other retailers within the mall had experimented and explored the idea of QR codes and other mobile related features.
We were able to establish the direct competitors and because the US market is flooded with various clothing brands, we filtered the competition down to price and demographic. For example, people shopping at Abercrombie and Fitch were highly unlikely to be also shopping at Express due to a number of factors. Just because A & F and Express were both clothing retailers, did not necessarily mean they were direct competitors.
We then tasked our UX and design team to create a series of wireframes and prototypes which were bold yet clean.
We created 2 personas, the first was a boy named Jake, aged 21 who was looking for some corporate/business clothing for a serious job interview. The other, Stella, a 25 year old designer who was looking for casual summer clothes for the weekend social outings and everyday work wear. Jake and Stella were then used to highlight the user journey.
We set out to create a big and beautiful home page consisting of large banners full of colour and life. All the photography needed to be sourced from day one as it required planning and choreography. Using the in-store data, our feedback from Jake and Stella (our very cooperative customer avatars) and also industry metrics and learnings, we were able to propose a design which would feature key products on the home page and also a simple, easy-to-use top navigation menu which housed tabs for Women, Men, Sale, Giftcards and Blog.
The entire site was built completely around the sitemap as this was the foundation for all users.
Express’ target audience seemed to be 15-30 year olds looking for quality clothing without breaking the bank. Customers were also looking to be rewarded for their loyalty based on in-store feedback. We decided to place Giftcards in the top menu as this incentivised individuals to purchase giftcards for friends and family as well.
The Blog was also added to the top menu since we had witnessed so many customers sharing product news and media releases from various other clothing retailers. The Express Blog publishes new product releases, product information and allows users to easily share articles and photos on Facebook and Instagram.
Express have made continuous improvement to their website and the overall user experience. The international shipping feature provides non-US based customers an opportunity to experience the quality of Express’ clothing, however Express’ overseas reputation and exposure is still in its early stages.
Post launch, Express have experienced new loyalty signups, subscribers and an increase in social media activity.