Levi’s Mobile Shopping Experience
I had the opportunity to work with Levi’s UX team to build an experience that engages customers and helps them find the right pair of jeans.
As a contracted UX Designer, I developed high-fidelity wireframes, clickable prototypes, and user flows for the mobile website to enhance user engagement and increase conversion rate. In collaboration with two other designers, we also strategized a social media integration in both web and mobile experiences to improve Levi’s marketing initiatives.
Mobile Web: Customer Review Redesign
Problem: Standard methods of jean measurement are currently being utilized on Levi.com to help customers find the right size. Levi’s wanted to further investigate an online sizing tool to better assist customers. Through extensive user research, however, our team found that there were more critical barriers to online shopping for jeans than figuring out proper sizing.
Process: To better understand the pain points of users when shopping online for jeans, we conducted 25 user interviews, collected 50 user surveys, and usability testings on the current website. We gathered all the information and synthesized several root problems and potential solutions through affinity mapping and user journeys.
Our user research showed that avid online shoppers frequently refer to customer reviews to make their purchasing decisions. Seeing photos of other customers wearing the pair of jeans gave them a better sense of the product. They valued reviews that specifically explained in-depth about the size, length, and quality of the pair of jeans.
Market research and data have also shown that customer reviews are significant revenue drivers. We specifically looked at e-commerce competitors that didn’t have a brick-and-mortar store but were still successful due to their active community of online reviewers.
Getting more relevant product information
We centered our biggest decisions around:
- How to visually prioritize the customer review section
- How to visually make product information more digestible
- How to incentivize customers to review their products
(L) Current website of the customer review section, (R) Redesign
Shopping made simpler and easier
By optimizing space, we were able to bring up the customer reviews more to the top of the page.
(L) Current product page; (R) Redesign
More structured way of reviewing purchases
Redesigns of the Write a Review page
Added a video function to the customer review page to drive engagement
As we explored the different ways social media has changed the fashion industry, it came to our attention that videos are more compelling than photos when it comes to reviews. Take beauty and fashion YouTubers for example. They have shown to drive more sales and traffic than bloggers who have built their following for years. Also understanding that tech leaders such as Facebook are focusing more on rolling out video features, we suggested the UX team integrate a video function to their customer reviews.
Our second project with Levi’s tackled how customers can be incentivized to actively review products on the website.