PROBLEM

The challenge in designing for such an online experience is to be able to manage both rapid turnaround in inventory as well as a wide range of shopping styles. Some shoppers browse casually for something to catch their eye, others hunt for that specific “on-trend” dress for a summer party. Once the shopping bag is full, checkout must be as easy as possible.

SOLUTION

This re-design helped bring about more dynamic marketing through “selections for you” and “what’s hot”, helping the consumer find clothes they’ll love. These features were dynamically updated to adjust for fluctuating inventory.

It also benefitted from a round of remote user testing that yielded helpful information on how to improve our path to purchase, search, and check-out flows. As a result of this research faceted search functionality was implemented to expedite the users shopping experience. A single page and guest checkout functionality was developed as well. Improvements made in our site yielded an excess of 100% increase in conversion rates.

Mobile E-Commerce Design

I initiated Forever 21's first serious mobile e-commerce initiative; creating wire-frames and concept designs and then interviewing a variety of outside companies to assist in implementation.

Forever 21 Digital Marketing

The site was updated at least 2-3 times weekly, creating new trend and seasonal oriented promotions for all internal brands. I worked with brand managers, merchandising, head of marketing, and the photo team to create promotional materials. Forever 21's approach to product was large variety/low inventory. This meant that some styles in promotions could sell out in a matter of hours, requiring the revision of some campaigns almost immediately. I also created motion graphics that were featured in movie theaters and on a jumbotron in Times Square.