We conducted a series of stakeholder workshops, a programme of user research and a usability study to better understand customer needs and business objectives and how a programme of ongoing optimisation and experimentation could help overcome some of the existing challenges and customer pain points. In close collaboration with Clothes2Order’s marketing team, we ran an initial ideation session that outputted a comprehensive backlog of over 60 experiments. We used the RICE framework to help us assess the reach, impact, confidence and effort required for each experiment to enable us to prioritise running the experiments that would enable us to demonstrate ROI quickly.
Every month, we selected the highest performing experiment and ran a collaborative ideation session, each of which produced a wide range of potential design solutions. These designs were passed to our in-house development team, where we hand built custom components that were rolled out as experiments and that fundamentally improved the UX and the overall customer journey.
Over six months, we ideated on six hypotheses, produced over 400 design ideas, and delivered 12 experiments, with 6 winners and an incredible 50% win rate.
Below is an example of a successful experiment done on mobile where in the PDP the colour selector is difficult to scan because there's only a list of colours without the actual swatch, so it was difficult for users to understand exactly what colour that was.
