American Eagle Integration with ABFRL
I was tasked with integrating American Eagle as the 5th brand on ABFRL's website while maintaining a consistent shopping experience across all brands.
Team: UX team, UI team, Backend team
32%
increase in cross-brand shopping
18%
decrease in bounce rate between brands
87%
user satisfaction rating for shopping experience
For Confidentiality reasons I have omitted the actual values of these metrics.
Client Goal - Expansion
As the lead UX designer in this project, I was tasked with integrating American Eagle into ABFRL's (Aditya Birla Fashion and Retail Limited) existing digital ecosystem. American Eagle needed to be seamlessly incorporated as the 5th brand on the ABFRL website while maintaining a consistent and cohesive shopping experience across all brands. This project required balancing American Eagle's brand identity requirements with ABFRL's established digital framework.
My responsibilities included:
Discovery Workshop
Strategy Deck
Wireframes
Handover
Planning and facilitating a discovery workshop to align business goals and user needs
Developing a comprehensive UX strategy based on workshop outcomes
Creating wireframes and design solutions that maintained consistency while honoring American Eagle's brand identity
Guiding the UI & backend team throughout the implementation process
Discovery Workshop
Organized and facilitated a one-day intensive workshop using the Miro platform
Brought together stakeholders from American Eagle to identify key requirements
Used collaborative exercises to map user journeys, identify pain points, and establish success metrics
Hover on the squares to view the activities
Attributes you want to emphasise on the new website, and write why you think they are significant to your audience.
Aim: To understand American Eagle's business and gain a bird's-eye view of various factors such as Mission, Vision and brand values.
Aim: To understand target audience and user experience of the American Eagle's website
Describe What do you think & feel about your homepage? What do you like? What do you not like?
Features You like or dislike about your competitor's homepage
Features You like or dislike about your competitor's homepage
Features You like or dislike about your competitor's homepage
The summary of the discovery & Wireframes on Figma
For Confidentiality reasons I have omitted the actual wireframes.
Strong Brand Recognition
American Eagle can highlight their expertise and passion for jeans and solidify their position as the ultimate destination for customers seeking the latest trends and timeless classics.
Seasonal Demand
Seasonal demand is a powerful force that businesses can capitalize on by offering targeted promotions and products during specific times of the year.
Frequent product launches
Frequent product launches can create a sense of excitement and urgency among customers, encouraging them to make purchases.
High Quality Visuals
The use of high-quality visuals such as images and videos has a significant impact on the engagement and conversion rates of e-commerce websites.
Detailed Information
Providing customers with detailed information about products, such as fit, style, and care instructions, can reduce the likelihood of returns and increase customer loyalty.
Effective SEO
Effective SEO strategies can also help businesses increase visibility and attract customers who are searching for relevant products, further enhancing their chances of success.
UI & IA Strategy based on the findings
1
INCLUSIVITY
By showcasing the latest trends, American Eagle can create a welcoming and inclusive shopping experience that helps all customers feel seen and valued, regardless of their background or identity. This not only sends a powerful message of inclusivity, but also sparks excitement among customers, particularly the younger generation, who crave ever-changing trends as a way to express their individuality.
2
Strong Brand Recognition: JEANS
American Eagle can establish itself as the ultimate brand for jeans by giving a dedicated jeans section on their website's main navigation. This approach makes it easier for customers to find the perfect pair of jeans. With a user-centered section, American Eagle can highlight their expertise and passion for jeans and solidify their position as the ultimate destination for customers seeking the latest trends and timeless classics.
3
PERSONALISATION
American Eagle can enhance the shopping experience by creating separate sections for men and women, tailoring their offerings to each gender's unique fashion needs. They can also offer personalized perks and rewards to customers who participate in their loyalty program.
4
YOUNG & REAL
Lookbooks can offers customers an opportunity to be inspired and find new ways to style their clothing, while also showcasing the brand's commitment to inclusivity. Encouraging customers to submit their own photos can foster a sense of community and connection, promoting their brand and demonstrating their commitment to their customers.
Achievements
32%
increase in cross-brand shopping
18%
decrease in bounce rate between brands
87%
user satisfaction rating for shopping experience
For Confidentiality reasons I have omitted the actual values of these metrics.
I learned some important lessons
Balancing brand personalities : Creating a flexible design system that respects individual brand identity while maintaining cross-platform consistency is challenging but essential for multi-brand experiences.
Breaking things into smaller pieces : Breaking the experience into modular components allowed for brand distinctiveness while maintaining system coherence.
Getting comfortable with ambiguity. Sometimes we had to make decisions with incomplete information and adjust as we learned more.