Client
My Role
Platform
Duration
Peek & Cloppenburg Düsseldorf undertook a process to overhaul its online shopping experience with a thorough relaunch. As part of this initiative, I was tasked with implementing the Fit Finder, a machine learning-powered size advisor, into the product details page (PDP) of the online shop. The primary objective was to seamlessly integrate Fit Finder while aligning with P&C's new brand positioning focused on customer-centricity, unified shopping experiences, inclusion, diversity and creating memorable moments.
Before the relaunch, Fit Finder was functional but lacked proper styling, undermining its effectiveness in aiding customers with size and fit recommendations. The challenge was to enhance the overall customer journey by seamlessly integrating Fit Finder into the new P&C online shop design while adhering to the brand's redefined values.
Carried out user research to grasp the challenges and preferences of P&C's online customers regarding size selection and fit assurance. Examined existing data on user interactions with Fit Finder to pinpoint areas for enhancement.
Deep dive into P&C's rebranding strategy focusing on customer-centricity, inclusion, diversity, omnichannel integration, and fostering memorable experiences. Ensured that the integration of Fit Finder resonated with these brand values.
Prioritized mobile responsiveness to enhance the mobile customer journey, considering the increasing trend of mobile shopping.
Designed a visually appealing interface for Fit Finder that harmonized with P&C's new brand aesthetics. Customized the look and feel of Fit Finder to align with the overall design language of the online shop, ensuring a cohesive user experience.
Carried out user research to grasp the challenges and preferences of P&C's online customers regarding size selection and fit assurance. Examined existing data on user interactions with Fit Finder to pinpoint areas for enhancement.
In response to the challenges faced with the illustrative approach, we considered incorporating real and diverse individuals through designer sketches. The intention was to increase relatability and inclusivity in the design. However, implementing this approach required extensive photoshoots, leading to concerns about the return on investment (ROI) and resource allocation.
Recognizing the limitations of the previous approaches, we pivoted towards a minimalistic approach focused on typography. This approach aimed to streamline the design while maintaining clarity and simplicity. The minimal typography design served as our minimum viable product (MVP), allowing us to prioritize functionality and iterate on the design based on user feedback and evolving requirements in subsequent phases.
Usability testing revealed positive feedback from users regarding the seamless integration of Fit Finder and its effectiveness in providing personalized size recommendations, contributing to an overall improved shopping experience.
Prioritizing mobile responsiveness resulted in a streamlined and intuitive experience for mobile users, aligning with the focus on enhancing the mobile customer journey during the relaunch.
The styling and visual integration of Fit Finder with P&C's new brand aesthetics ensured a consistent and cohesive brand experience across all touchpoints, reinforcing the brand's repositioning efforts.
The Fit Finder was ultimately not implemented due to the inability to customize the frontend representation to the desired extent. Additionally, the feature did not demonstrate sufficient demand to justify the associated effort. These insights highlight the need to base product decisions on solid user data and technical feasibility to ensure that invested resources deliver the expected value.
