Scope Overview

Aditya Birla Group reached out to BORN, to add the brand American Eagle in the new Multi Brand site as a 5th Brand.

 

As a UX designer on the American Eagle project, I played a pivotal role in shaping the project's strategy through a comprehensive discovery process, essential research findings and strategic wireframes. 

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Creative Discovery Process:

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Conducted discovery workshops with key stakeholders to gather detailed insights about significant users, their goals, needs, and workflow.
The workshops aimed to generate personas, empathy maps, and ideas around the consumer, focusing on pre and post-purchase processes, promotions, and order orchestration.

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Research and Analysis:

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• Contributed to creating a competitive analysis and comparing key features of fashion sector players to identify essential features.

• Emphasized the approach to bring human factors into the design, empathize with users, and provide a better experience, reflected in personas, features, and information architecture. 

• Participatory Design and User Studies: Involved in post-discovery and research, modeling the information through the 5W & H framework, considering the motivations and behavioral aspects of users.

• Contributed to participatory design, ethnography, contextual inquiry, desirability studies, diary studies, and usability studies to understand user motivations and behavioral aspects.

 

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Strategic Solutions:

 

Contributed to ensuring a better user experience through human-centered design, empathy, and strategic solutions aligned with the brand vision, target audience, and homepage strategy.
Involved in the evaluation of site architecture, accessibility, and strategic pillars to enhance the user experience.
 

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Competitor Analysis:

 

Contributed to the analysis of competitors such as Zara, identifying their use of large, high-quality images, multiple CTA buttons, and integration of a virtual assistant chatbot to enhance the shopping experience.

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Conclusion:

 

The case study demonstrates my active involvement in shaping American Eagle's UX strategy, emphasizing the importance of research, user empathy, and strategic recommendations to enhance the online shopping experience.

This case study showcases my active role in the project, contributing to the creation of a user-centered strategy and ensuring a successful UX strategy for American Eagle.