Forever 21

The retail giant sought improvements with usability on their recently launched global website. Their mobile web experience was their highest point of entry, yet suffering from the highest drop-off rates.  

 

Overview

Task: Optimize the browse and purchase paths

Role: UI/UX Designer and user research

Duration: 4 months

Tools: Sketch, InVision, Google Analytics, Userlytics, LookBack

 
F21_allscreens.png
 

User Testing

Iterative user testing, both remote unmoderated and in-person moderated, became a key component in delivering the best product possible. Each page type (home, menu, department, category, product details, cart, and checkout) underwent two rounds of user testing. First, competitor analysis, provided insights around the Forever 21 relative to their competitors: ASOS, H&M, and Urban Outfitters.

F21_testing2.png
 

Iterations

Quantitative and qualitative data gathered from competitive testing fueled iterations of Forever 21's experience. Best practices from sources like Baymard Institute and Nielsen Norman Group were also used to support design decisions. 

After honing in on the most effective iterations, a second round of analysis was conducted. In these tests the redesigns and the current Forever 21 experience were tested among users, adding validation to the redesign.