Refining Product Discovery for a Contemporary Luxury Brand Experience
How might we re-design the page to be as accessible as a catalogue e-commerce site, while upscaling the experience to reflect brand values?
Theory is a contemporary fashion brand known for its minimalist, sophisticated designs that blend luxury with everyday versatility. Focused on high-quality fabrics and impeccable tailoring, the brand offers elevated essentials for professionals and modern lifestyles. Positioned in the accessible luxury market, Theory bridges the gap between premium basics and high-end fashion with a refined, understated aesthetic.
ROLEIn 2020, I was asked to evaluate their Women’s Pant Edit Page to see where I would optimize the experience.
My objectives for the page was to make sure my designs were
Intuitive - Is it easy to use?
Enjoyable - How does the user feel as they are on the page?
Reflected where the brand stood in the market - Does it feel luxury or mass market?
Not an Overhaul, but Enhancements - What is the least amount of change that can be made to increase value?
FORTheory - On Spec
“Looking at the Women’s Edit, conduct a review of the Women’s Pant Edit ”
WhenDecember 2020
SKILLSAuditing
Research
Strategy
UI/ UX
The AUDitWhere It Stands vs Where It Should Be
Theory sits at the “accessible luxury” brand level, with a price point between mass-market brands and ultra-luxury labels. The main challenge on their website lies in striking a balance between delivering a refined, premium shopping experience and meeting their target audience's desire for an efficient, expedited shopping journey.
For this assignment, I profiled user types based on brand strategy and price points, while also analyzing competitors across various market segments. Additionally, I evaluated Theory's position in the market from a UI perspective to assess how it compares to other brands.
Once I had an understanding of the market and audience, I began auditing their existing page.
The EDITSMinor Changes, Fast Impact
I developed multiple solutions to offer the team options that align with their internal brand strategy and priorities, providing flexibility in choosing the best approach for their needs.
To translate the brand's effortless chic appeal into a web experience, I emphasized subtle accessibility. All essential elements are easily accessible without being overpowering or intrusive. By incorporating micro-interactions and refining the page composition, the art direction for each campaign is showcased while allowing users to efficiently find what they came for. The secondary option prioritized efficient product discovery, focusing more on an expedited shopping experience rather than a curated discovery journey.
