A transformative digital experience for an iconic American brand, encapsulating culture and thrifting
are at the height of style.
COACHCoach New York is renowned for its impeccable craftsmanship and timeless American style. Reflecting a commitment to quality and an enduring aesthetic, making Coach a staple for fashion enthusiasts. My role was working with a team to transform the Coach Outlet digital shopping experience to become a must-visit site for the new GenZ generation of style-sensitive bargain hunters. The objectives were to increase conversion and represent the brand as a digital-first company. By creating a seamless experience to shop from anywhere on the site, inspiring users with something new every time they return to the site as well as finding previously viewed items easily to create a sense of urgency to purchase limited availability items. This strategy was all encapsulated with the GenZ audience in mind - culture and thrifting are at the height
of style.
THE TEAM
Design Team at ShopHouse agency
Lead. Product Designer (Me)
Product Manager
Team of Developers
Creative Director
Motion Animator
Coach Stakeholders
UX Researchers
Part of the transformation project was working with stakeholders to create a design system that is flexible and scalable to transform the user experience. This was achieved by testing each component with users, considering scroll depth and creating components that gave the flexibility
to be adaptable enabling the Coach team to give the perception that the experience is new every time. The use of stickers, micro-interactions and countdown clocks added an element of surprise and delight whilst appealing to GenZ and improving conversion.
For the PLP our initial research began by analysing data on how users navigated the page, interacted with the filters and how many visits to the site led to a conversion. From our findings, we wanted to reduce the cognitive load of information and focus on the craftsmanship of the product, create a sense of newness and allow accessibility to filter throughout the page. Through several iterations, we paired back the product information shown, incorporated campaign imagery for a more editorialised journey and added filters. This offered a focused, frictionless shopping experience, where users can see now, and buy now from anywhere on the site also enhancing the art of the find!
One of the key problems established on PDP was products usually sold within a short timeframe, so how can we inform customers of the urgency
to purchase or offer an alternative product? We also wanted to enhance the PDP so it was more of an immersive experience thus creating the tactile experience of purchasing in-store and translating this online. This was achieved by using large-scale imagery, macro shots and videos to show
the detail of the material, sound bites from the CEO and cross-selling to encourage conversion.
Next Project
Curve
