Ralph Lauren
The fashion powerhouse was expanding its wholesale growth with key partnerships in Macy’s and Bloomingdale’s. Ralph Lauren leveraged sitelets—or mircosites—to showcase new collections and refresh with seasonal campaigns.
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By nature, these sitelets were marketing-focussed. We needed to insert the user’s experience into the strategic decisions to ensure the growth of the conversation rates.
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We found many areas of opportunity to fine-tune the experiences. For example, one carousel-heavy sitelet had 87% of its engagements merely clicking through those carousels. We decided to streamline the content to remove carousels and encourage the users to click into the categories and convert. In another, there was a surprising lack of alt text on the entire sitelet. The team rallied behind ADA compliance and made this a priority for the next refresh.
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I was the sole UX/UI Designer on a team of Graphic Designers and Marketers. Much of this process was also educational for the entire team to understand user’s needs.
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These sitelets are a new endeavor for Macy’s and mark what could become a huge market for luxury brands to create custom experiences in their wholesale channels. For now, Ralph Lauren is leagues ahead of competitors and the climbing conversation rates reflect that consumers are hungry for this content.
Discover & Define
The first step was to understand the starting point so we could leverage areas of opportunity. We pulled together all aspects of the experience to see the bird’s eye view, such as onsite and offsite search queries, media drivers, Core Web Vital performance, and ADA compliance.
Heuristic Evaluation • Analytics Ingestion • Presentations to Stakeholders
Design & Deliver
Armed with a new set of KPIs to reach, we could make tweaks to the existing UIs to encourage conversion where the analytics told us we could improve.
Wireframe • Prototype • Updated Handoff System
Final design of the sitelet was done by our team of talented UI Designers.