Leading Strategy: Designing a Brand Relaunch
Objective: Elevate and innovate the digital experience for the A&F Fierce Fragrance collection strategizing, researching, designing, and building an experience in less than 4 months prior to large campaign launch.
Role: Responsible for delivery of strategy and design, led a cross-functional team of partners and stakeholders (24 people), closely directing and working with UX Research (Rachael Moses) and UX Design (Cameron Reagan), while also stepping in to cover product and project management roles.
Outcome: Successfully launched a digital experience designed to build customer confidence and awareness, weaving product education together with the ability to purchase from any point in the experience.
Highlights from the finished product include:
awareness of all the fragrance options and the ability to quickly navigate between options
additional context to help understand the fragrances without being able to smell them
a highly-considered flow, free of dead ends, with the ability to purchase only ever one click away.
My Role
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Leadership & Strategy
With 4 days notice I learned I would be leading a cross-functional design sprint workshop to define strategic direction on the launch of a new, elevated Fierce fragrance digital experience.
This Mural board captures our work defining the target segment, building out the customer journey, defining the problem to be solved, competitive benchmarking, brainstorming, and voting on ideas and approaches.
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UX Architecture
Working in tandem with the designer on the project, as well as with marketing, merchandising, and data teams, I outlined all potential entry points to the experience as well as the purchase journey.
The home page is no longer the only front door to an experience.
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Concept Exploration
Believing the best ideas are never the first, after conducting competitive benchmarking and working with our internal fragrance sourcing team (our “nose”), I did some quick sketching to explore different approaches to the content and visual design, based on what might be most useful and easiest to understand.
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UX Research
I directed our researcher in designing an iterative research approach through conducting multiple rounds of user testing. With each round of insights, I moved the team forward, aligning on a design direction based on what was most useful and usable for our customers.
Behind the Designs
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Our design allowed customers to quickly swipe or scroll through all scents in the Fierce collection improving discoverability.
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We focused on highlighting CGI assets to convey the emotional experience of the fragrance while including copy to help the customer better understand the scent.
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Verbatims are powerful - we landed on including one on each scent page to build customer confidence in the purchase.
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We wanted to highlight the important details of the fragrance in the copy. By suggesting a sample we hoped to reduce the barrier of not being able to smell the fragrance before purchasing online.
