Champion
CHampion
Creating Social Commerce
Role: Creative Director
Circa: 2021
THE BACKGROUND
Champion experienced a cultural boom when Rihanna, Kylie and Kanye wore their iconic hoodie and joggers unannounced and unplanned. This led to their site being flooded with a new wave of visitors who skewed younger in age, yet higher in expectation. Though there was no shortage of visitors, they were dropping off because shopping was cumbersome.
THE BRIEF
Create an e-commerce strategy that captivates this new generation of shoppers - predominantly Gen Z.
THE SOLUTION
To identify the most impactful opportunities, we dove into their psyche and unpacked their preferred ways when it comes to shopping. Given their shopping journey often begins on social media, we began imitating interaction patterns from those platforms to establish familiarity and trust as they move across channels.
What IF
Gen Z could shop a whole look vs an individual item.
AND
"Shop the Look” allowed shoppers to buy a head-to-toe look without ever leaving the page.
What IF
We eliminated any additional taps that lead to a drop off and drop in conversion.
AND
“Add to Bag from any where” allowed shoppers to buy on-the-spot.
A UNIFIED UI LIbrary
We created a centralized and unified UI library to act as a guideline for creating consistent and cohesive experiences in the future. This in-turn streamlined design and development processes, promoting efficiency and reducing redundancy. Teams can now easily maintain and update design elements, while sustaining a strong and recognizable visual identity for the brand.
THE OUTCOME
3% INCREASE IN CONVERSION
17% BOOST IN AVG ORDER VALUE
26% RISE IN AVG REVENUE PER USER
2023 GOLD WINNER | INDIGO AWARDS | WEBSITE DESIGN
