CASE STUDY
SHOPPING MAKEOVER
A Conceptual Redesign Of Everlane's Customer Experience
CLIENT
Everlane
INDUSTRY
Retail Fashion
TIMELINE
3 Days
ROLE
UX Designer
Researcher
TOOLS
Figma
Adobe Photoshop
Adobe Illustrator
"Representing more than clothing for many, Everlane has found success with a truly thoughtful consumer who appreciates the brand for its purposeful design, beautiful functionality and conscious craftsmanship."
WWD, Dec. 2023
With consumers evermore mindful of where they spend their money, brand values have taken a front seat and Everlane has distinguished itself among fashion retailers rooted in its motto of "radical transparency."
To support Everlane's efforts to enhance the retail experience for its existing customers while also appealing to a new emerging consumer archetype, we examined the target market, brand positioning and strategy.
After identifying areas for opportunity and improvement we conceptualized design solutions, proposed changes to the site's information architecture, and redesigned Everlane's website to meet their target customer needs and create a more delightful shopping experience.
OVERVIEW
STYLE UPDATE
EVERLANE'S ETHICS
Sourcing the finest materials for timeless quality products.
Sourcing the finest materials for timeless quality products.
Customers are entitled to know how much their clothes cost to make.
Sourcing the finest materials for timeless quality products.
How customers interact with the presentation and process of purchasing the product is just as important as the physical product itself.
As a brand, Everlane prioritizes its womenswear shop as the first point of user interaction. While women currently make up the majority of the brand’s shoppers, Everlane’s research has shined a light on the needs of potential customers for whom the site does not reflect their image, preferred style, and body type.
CONTEXT
FASHION SENSE
THE CHALLENGE
How might we provide a more inclusive shopping experience for customers who prioritize body inclusivity and gender diversity?
Everlane’s research has identified a potential customer base that they want to appeal to, but for whom the current site navigation does not adequately reflect.
This customer is constantly looking to stay on top of new clothing styles, while being unique and expressive.
THE ARCHETYPE
TACTICAL TRENDSETTER
CUSTOMER CHARACTERISTICS
Interchangeably mixes masculine & feminine.
No time to shop in-person for new items.
Shops for new apparel each season.
Loyal to brands with fashion sensibility.
RESEARCH & INSIGHTS
HOW DO THEY LOOK?
A contextual inquiry, at Everlane's New York City retail locations in Soho and Williamsburg, revealed that the brand's customers are loyal, know exactly what they are buying, where to find it, and how it fits without needing to try it on.
Our competitive research and heuristic evaluation of the brand's website indicated opportunities for information architecture modifications and design solutions, which were further confirmed by a series of card sorting and tree tests.
METHODS
Competitive & Comparative Analysis
Contextual Inquiry
Heuristic Evaluation
Open & Closed Card Sorting
Tree Testing
Based on the needs of our archetype's needs, and the results of user testing, and the findings of the heuristic evaluation, we designed a number of features and solutions to improve and broaden the customer experience.
DESIGN FEATURES
MAKING ALTERATIONS
01 & 02
The existing home page defaults to the women's store, which is not representative of Everlane's target customer. The proposed homepage will be inclusive of men's & women's styles with "Everlane Editions" a snapshot collection of the latest products.
03
"My Wardrobe" is a new feature for customers who want advice and suggestions suited to their size and style preferences.
HOMEPAGE
01
To further integrate the men's and women's shops, we modified the drop menus to reflect both men's and women's clothing.
02
Our card sorts indicated that certain items such as jean jackets, needed to appear in the "Denim Shop" in addition to their existing categories.
APPAREL MENUS
SIDE NAVIGATION
01
Updated side navigation links to men's products in the same category.
02
New submenu makes filtering the denim options easier.
03
Everlane doesn't categorize denim by rise. Since high-rise pants are versatile for many body types we them as a category.
MY WARDROBE
The new feature is a specially curated selection of items selected based on the customer's style preferences and previous purchases.
01
"My Wardrobe" feature is available on every page.
02
We added a heart button to add to a customer's "Favorites" List," which is accessible from the "Account Menu."
03
Items, such as shoes, that are available in both men's & women's sizes will display both sizes on the same page.
04
Since the target customer wants styling suggestions, the product page for any item in "My Wardrobe" will display previously ordered items that can be paired together.
PRODUCT PAGE
TAKEAWAYS
Findability
Gender neutral options are not as accurately searchable as sex-specific specific styles.
Clarity
Editorial content of certain pages are not immediately understandable to new users.
Communicative
Feminine & masculine styles exist separately & not easily navigable between the two.
Controllability
Navigation menu is not visible on every page & there is no option to track items users like.
Learnability
Tagging & filter categories are inconsistent across items, which is not easy for a new user.
Delightful
Homepage defaults to the women's shop which is not inclusive for our archetype.