Through deep user research and user insights we delivered an entirely refreshed eCommerce .com and app experience.
Product Design
Research
Engineering
Product Management
Client Stakeholders
UX Design
Information Architecture
iOS Experience Patterns
Salesforce Experience Implementation Playbook
Homepage
Product Description Page (PDP)
Product Grid
Monogram Experience
Shop the Set
Bespoke Pattern Story Page
The Lilly Pulitzer is an iconic brand that brings to mind a typical “Lilly girl” image. However, through our research team’s detailed investigation and customer interviews, we learned that the typical Lilly customer goes beyond the Palm Beach or sorority girls.
Customer Interviews
Non-Customer Interviews
In-Store Intercepts
Today's online shoppers typically have a site category or product type in mind. Through search engine navigation they often enter the site "sideways", not via the homepage. The site’s architecture needs to support this through clear and organized labels that make sense to both the user and the brand they’re shopping.
Before beginning, we analyzed the original navigation and real user feedback:
IIt was clear from scanning the original nav that we could make it easier for the user to quickly recognize patterns and make decisions. By presenting options which are consistent with the industry standards of navigating, wayfinding could feel more familiar and simpler to the user.
This duplicative titling worked against the user’s mental model and could cause them to doubt themselves when navigating.
In the new iteration we to by presented the Lilly offerings in a logically designed hierarchy, grouping similar items together. For example, users expect to find Dresses and Swim categories under Clothing.
As the UX lead on the project, I iterated and designed the final solution for the navigation strategy.
When analyzing and reorganizing the navigation, we balanced the typical Ecommerce navigation cadence with the Lilly Pulitzer customer’s expectations of the brand and their most in-demand product categories.
The typical Ecommerce segmentation by gender (Women, Men, Girls, Boys) didn’t fit the Lilly Pulitzer business due to their limited number of Mens and Boys SKUs, which only cover a few items to fulfill the purchases for a family to match their outfits.
Understanding this, we highlighted the women and girls demographic to match Ecommerce familiarity and created the sub-navigation item “Family Matching”. This allowed us to retain the Men & Boys category, but in an in-context space.
Leaning on our deep user research, we learned that users are often entering the site looking by dress style and occasion. We highlighted this in our sub-navigation organization to optimize discoverability and wayfinding.
We created key page templates for the Lilly Pulitzer brand to breath life in to any season, product, or brand story. We prioritized a clean aesthetic to let the clothes tell the stories, assisted by experience-driven shop-able modules that could be swapped depending on product and page needs.
I was responsible for the UX design and wireframe screens.
The eCommerce shopping experience has ubiquitous micro-interactions, that have many possibilities in their design execution. With our shopper in mind, we wanted to craft these micro moments intuitively and inject the Lilly Brand where possible.
I was responsible for the UX design and wireframe screens.
Increased Transactions
Increased Conversion Rate