In-depth research, UX & UI design consulting for leading global retailer in support of the holiday season.

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— Role Details

Contracted along side a team of 2, as UX / UI design consultants to assist AEO with multiple objectives during the summer in preparation for the following holiday season. 

Services Provided:

+ Strategy
+ User Research
+ Sketches
+ Wireframes
+ Responsive Web Design
+ UI Design

AEO.

American Eagle Outfitters

American Eagle Outfitters is a leading global specialty retailer offering high-quality, on-trend clothing, accessories and personal care products at affordable prices under its AEO and Aerie brands.

— Project Goals

The main goal was to update the website for the holidays — the busiest season for retail stores both in-store and online. This would require new layout and design ideas for the homepage which would directly affect var- ious other pages as well.

  • Increase products 10% on the Homepage
  • Increase user sign up by 15%
  • Intigrate sister-brands througout the site 
  • Increase holiday gift certificate sales
  • Cohesive Omni-Channel experience

— Our Approach

AEO is a large organization with an established process and one that requires many departments to work together each season. This approach is difficult to change and presents challenges with the project timelines. 

AEO uses a "classic waterfall" method. Although our team did provide improvement, the nature of the clothing business and seasons limit moving away from this. 

— Customer Research

As a team, we hit the streets and conducted user research in stores around Pittsburgh, PA and San Francisco, CA. We isolated 20 customers in total into 3 different groups who shared similar influences and attitudes about shopping, clothing and technology.

What
A 30-minute survey.

Who We Talked To
Males and females, age 12-50, who made a purchase at a casual clothing/accessory store within the past 3 months, and who shop at those stores primarily for themselves or for their teenage child.

Question Criteria
We focused on demographics, psychographics, shopping Behavior, category behavior, media habits, what other brands customers also shopped at, revenue estimates & clothing budgets.

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Who She Is

Highly-social, spending her in-store shopping doing so with her friends as they are her biggest influencers on her style.  When she's not with her friends, she prefers to shop-online, using her smartphone to select styles along with shopping for online exclusives.

When She's Engaged

When shes' an engaged shopping mode, she checks her favorite stores and frequently visits the website to stay on top of trends - especially during new seasons or event.

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When On a Budget

Highly-social, spending her in-store shopping doing so with her friends as they are her biggest influencers on her style.  When she's not with her friends, she prefers to shop-online, using her smartphone to select styles along with shopping for online exclusives.

When Browsing

Usually in between the east-coast seasons, she spends more time looking for deals and browsing for unique accessories instead of purchasing in-season items.

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— Web Design

Starting with Sketches

Sketching ideas with a small team of UX designers, UI designers, UX researchers and product management spent a day early on generating ideas for all the goals we needed to achieve.

It was helpful to have everyone in the same room all day in case a question came up or we needed access to a particular report or metric.

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Wireframes
Selecting the best ideas as a team, we moved into creating wireframes in Axure - quickly generating a variety of layouts. 

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— Related Case Studies

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KlipieApp Design

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PRIVTMobile App

AEOProject type

Contact

hello@edgarfleming.com
+1.202.573.9474

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