Role: Design Consultant
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. The company operates more than 1,000 stores in the United States, Canada, Mexico, China, Hong Kong and the United Kingdom.
02. ABOUT THE PROJECT
Contracted alongside a team of 2, as UX / UI design consultants to assist AEO with multiple objectives including user-research, light amount of information architecture, UX design, prototype design while improving the overall process within the design department.
We assisted both off and on site with conducting deep user-research, redesign of important sections of the company webpage, introduced and implemented a design pattern library and developed new communication paths in support of an organization wide effort to provide customers with an omni-channel experience.
Before dividing the project up into pieces, we worked as a team to get a good understanding on where the team had before (before we arrived) and where they wanted to go. We also took time to get to understand the users.
The main goal was to update the website for the holidays — the busiest season for retail stores both in-store and online. A new layout and design requirements for the homepage which would directly affect various other pages as well.
04. 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.
A 30-minute survey.
Who We Talked To
All customers, 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.
We focused on demographics, psychographics, shopping behavior, category behavior, media habits, what other brands customers also shopped at, revenue estimates & clothing budgets.
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 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.
When she's "just-browsing", in-between the east-coast seasons, she spends more time looking for deals and browsing for unique accessories instead of purchasing in-season items.
05. USER EXPERIENCE
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.
05. USER EXPERIENCE
Selecting the best ideas as a team, we moved into creating wireframes in Axure. We designed and developed wireframe templates to speed up design process for future projects with seasonal-marketing graphics and images easily added as they became available.
05. PROJECT REFLECTION
Our team came up with new ways to make the process lean while other department designs were waiting approval. We worked closely with engineering and content providers early on and kept in constant contact with each department while stakeholders reviewed. This allowed us to develop a few directions in anticipating the change requests.