Jacqueline Clark | Graphic Design
Abercrombie & Fitch engaged a long-term team of designers to augment their rapidly growing digital product team. We set out to improve Abercrombie’s digital ecosystem (5 brands) by leveraging Lean UX and Design Thinking methodologies, UserZoom r

Abercrombie & Fitch

Abercrombie & Fitch engaged a long-term team of designers to augment their rapidly growing digital product team. We set out to improve Abercrombie’s digital ecosystem (5 brands) by leveraging Lean UX and Design Thinking methodologies, UserZoom r

Abercrombie & Fitch engaged a long-term team of designers to augment their rapidly growing digital product team. We set out to improve Abercrombie’s digital ecosystem (5 brands) by leveraging Lean UX and Design Thinking methodologies, UserZoom research and rapid prototyping. We explored ways to make the digital shopping experience more flexible and holistic, with a goal of transforming the customer experience from good to best-in-class.

As part of the Purchase squad, our goals were focused on conversion rate. This came to life through various features including: reducing error rates by redesigning the error states and messaging, back-end work to improve performance and speed, and s

As part of the Purchase squad, our goals were focused on conversion rate. This came to life through various features including: reducing error rates by redesigning the error states and messaging, back-end work to improve performance and speed, and small optimizations that enhanced the experience.

The Evaluation Squad is focused on increasing reviews and improving engagement on the PDP. We worked on features that elevated crucial fit information, improving the review experience, and worked cross-functionally with the Loyalty team to add incen

The Evaluation Squad is focused on increasing reviews and improving engagement on the PDP. We worked on features that elevated crucial fit information, improving the review experience, and worked cross-functionally with the Loyalty team to add incentives to reviews. We conducted user research on a monthly basis, and used the results to inform our next iterations and tests.

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