Products
Products
Products
Products
American
Eagle
Case Study: Incorporate American Eagle into the existing e-commerce platform, ensuring a consistent and cohesive shopping experience across all available brands.
Role: Lead UX Designer
Creative Team Members: John, Labdhi (me), Rajshree, Rupa
DISCOVERY
Competitor Analysis
Personas
Site Architecture
WIREFRAMES
Conclusion & learnings
© All rights reserved. The images, wireframes, and design artifacts presented in this case study were created during my tenure on this project. All visual content is proprietary and requires explicit permission for reproduction or use.
About ABFRL
ABFRL is a part of the Aditya Birla Group, a global conglomerate in the Fortune 500. Anchored by an extraordinary force of over 187,000+ employees of 100 nationalities, the Group is built on a solid foundation of stakeholder value creation. Today, over 50% of Group revenues flow from overseas operations in 41 countries in North and South America, Africa, Asia, and Europe.
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.
The first step in the UX design process is discovery. We gather comprehensive data on the company, the digital product, its users, and every facet of the project in order to recognise the issues and outline the opportunities before deciding on potential solutions.
During this project, we conducted 1 day online workshop with relevant stakeholders to gain a first hand understanding of the business and challenges to be worked upon.
Activities Conducted:
● Brand Vision
● Target Audience
● Homepage Strategy
● Competitors Homepage Features
DISCOVERY REFLECTION
This was my first time leading a discovery workshop with clients. Before the workshop, my teammates and I conducted a mock discovery session to practice how we would lead the actual meeting. We kept it relaxed, allowing the discussion to flow naturally, as it was important to make the clients feel comfortable and open to sharing their concerns, drawbacks, and any possible negative or positive points.
We primed their minds with images, prompt questions, and scenarios to elicit as much relevant information as possible, since it's difficult to remember every point in a single workshop. The meeting went quite smoothly, and we received many valuable insights from different stakeholders.
A competitor analysis was conducted to gain insight into the market and make better business decisions. We compared the key features of the key players in the Clothing sector to identify essential and user-enhancing features, and prioritises resources to meet user needs and ensure a successful product.
Insights & Takeaways
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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. Customers are more likely to make a purchase when they can see a product in detail and envision themselves using it.
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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. Empowering customers to make informed purchasing decisions builds trust and encourages repeat purchases.
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Strong Brand Recognition - A strong brand recognition is a valuable asset for any business. A well-established brand with a consistent image and quality products can attract new customers while retaining existing ones who are loyal to the brand.
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Frequent product launches - Frequent product launches can create a sense of excitement and urgency among customers, encouraging them to make purchases. This approach taps into the human desire for novelty and can prevent customers from becoming bored or disinterested in a brand.
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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. Anticipating and responding to the increased demand for certain products during holidays or seasonal changes can boost sales and help build brand awareness.
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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.
A fictional characters, which are created based upon research in order to represent the different user types that might use the product/service in a similar way.
The personas, journey, and competitor analysis served as the foundation for the development of the information architecture and navigation. The best and only way to build robust architecture is to understand users. When users find the information they need, and it feels effortless for them.
Strategy 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.
Strategy 2: 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.
Strategy 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
Strategy 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.
Gender Neutral/ Universal Collection
Showcase trends
Inclusive & Simple Language
Adaptive Clothing
Show off the versatility of the Jeans
Campus style section
Size exchange program
Style quiz
Shop Your Style
Fit visualization tool
Loyalty Programs
Virtual styling sessions
Shop in Metaverse
Size conversion tool
Shop SecondHand/ Thrift
A wireframe is essentially a skeleton for design - specifically focuses on space allocation and prioritisation of content, functionalities available, and intended behaviours.
The wireframes represent the project's state at the time of my involvement and may not reflect current implementations.
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.
I learned a lot through this project. It was my first times leading a project and taking ownership of design decisions. I learned how to best communicate with designers, stakeholders and navigate through design ideas and decisions. Working on this platform also taught me a lot about user research and leading a discovery workshop. I got to experience actively applying the things we learned to the choices we made on user experience and interaction patterns.