Site Re-Design 2011
This re-design focused on making it easier to scan and filter through AA's growing color spectrum as well as pushing the user reviews front and center. Color offering was a huge reason for American Apparel's surge in popularity, so it was obvious we needed to emphasize this in the site.
User reviews actually became a forum for people to discuss fit and fabrics. Before the ubiquity of social media platforms, this became the place for devotees of the brand to share their thoughts, so we accentuated the ratings in both the product grid pages as well as in the product descriptions.
Moving the primary nav from the top to the side made room to display the growing variety of categories.
Site Re-Design 2010
Streamlining the homepage aesthetic and more importantly, implementing a robust filtering system for the garments were goals for this re-design.
Garment Builder Wireframes
Although American Apparel's breadth of product offering was second to none, consumers continued to request unorthodox color combinations. Since AA created all of their products in one facility it made this idea feasible to custom build shirts for the customer. I built wireframes as proof of concept and to think through the essential UI to make this project a reality.
Marketing Campaigns
AA produced a phenominal amount of marketing, through email blasts and banner ads. We were the largest online marketing presence of any apparel company for several years. I worked to convey AA's unique narrative within a digital space. We even had our own marketplace in Second Life, the first online game of its kind to sell digital product.
