UX Case Study
My Closet Experience
My Role: Digital Product Designer II
Date: 2020
Brands: Chico’s FAS, Inc - Chico’s, White house Black Market, Soma, Chico’s Off The Rack
Vendor: Stylitics
Tools/Software: Sketch App, InVision, Usertesting.com, Powerpoint
Overview
Objective
My Closet is an outfitting recommendations engine based on the customers most recent purchases. My Closet helps our customers complete outfits, build new looks and fill in their closet’s wardrobe gaps.
Goals & KPI’s
To reengage and encourage our customers to sign-in and utilize their loyalty accounts. Also, as an added benefit to making an account as well as added sales.
Main Requirements
Visibility
The My Closet feature is only visible to authenticated users (customers must be signed in to see their order history and my closet recommendations).
Order History
Order history last 90 days; should be configurable per brand for optimal customer experience for up to 365 days.
Max /Min Rules
24 max # of products per customer in their My Closet. 6 per page = 5 pages of shopping.
Max # of looks per products, with a minimal of 1 look. Products without Looks will not display.
Empty Closet
If 0 (zero) products match looks page defaults to a place holder explaining what "My Closet" is with CTA to "Start Shopping".
Screen Flow
Email Marketing Driver Example
Wireframes
Prototypes & Preliminary Designs
(Just showing Desktop below, Mobile & Tablet breakpoints also designed)
Final Design
(Post User Testing)
My Closet inside My Account
Full Desktop View
Shop This Look Modal Feature
Results
Measure & Learn
At first Google Analytics read, the launch of my Closet was highly successful.
Conversion Rate is outperforming the pre-forecasted figures.
Sales continue to climb as she organically find the feature and finds it with marketing content assets.
Product Roadmap Optimizations
Remove returned orders*
Post Purchase History dropdown selector
Recommended core brand looks when there is an empty closet scenario
Cart tab functionality recommended looks in your shopping cart
Usability testing updates