With virtual garments, comes endless possibility. My challenge was to maximize conversion rate for visitors to the website, as well as generate leads by increasing the number of customer sign ups. The original site was lacking clarity on customization, and didn’t lead customers swiftly through the shopping steps. In order to gain customers, Frilly needed a faster, more user-friendly shopping experience.
challenge
By creating a product detail page that easily guides users through a choice-heavy shopping funnel, along with a modular homepage design that is flexible and interchangeable, a one-page checkout with trusted security features, and a merchandising approach that amplifies the brand’s concept of customizable fashion, I was able to design a product shop page that makes browsing pre-customized styles natural and intuitive.
solution
With a refocused merchandising approach, I put new order to a disorderly shop page by reframing styles into individual scrollable rows. Style rows display the latest pre-customized versions of a style with every new weekly release, and are displayed in an order that’s powered by the user and operated by Dynamic Yield; an omnichannel personalization platform.
structuring the product shop page
In the spirit of customization — as an interchangeable, flexible, plug-and-play framework controlled by the user — I created the building blocks of Frilly’s homepage. With this intention, I set out to design the homepage as a fluid set of content modules that adapt with every new season, style, influencer highlight, promo, email capture and more. This structure allows the ability to shuffle, update, and test the content within each module using Dynamic Yield. Modules populate based on Frilly’s new product drops, hottest styles, popular fabrics, and trending customizations.
optimizing the homepage with a modular design framework
Frilly is the first made-to-order online women’s clothing line that lets shoppers customize each garment with virtual 3D customization.
background
technology for the better good.
Frilly uses virtual 3D customization to allow the user to customize the style of each garment before its made.
This made-to-order model reduces Frillys’ carbon footprint by eliminating inventory issues that can otherwise lead to pollution and waste.
This made-to-order model reduces Frillys’ carbon footprint by eliminating inventory issues that can otherwise lead to pollution and waste.
customizable 3D garment
Fashion E-commerce
Contemporary Modern Women (ages 25-45)
Contemporary Modern Women (ages 25-45)
Los Angeles, CA
quick facts
Industry
Customers
Customers
Headquarters
why wear what everyone else is wearing?
SHOP FABRIC
vinyl
SHOP FABRIC
lace
virtual samples = virtually no waste.
finally, clothes with all the right details.
try custom for the first time with 15% off
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SHOP STYLES
blazers
SHOP FABRIC
microplaid
SHOP STYLES
bodysuits
SHOP STYLES
skirts
ABOUT US
ABOUT US
SHOP STYLES
jackets
we’re customizable.
Our real-time customization option gives you full control over your look, from fabric to sleeve and beyond. Start with a style, buy as-is, or personalize your piece with details that matter most to you.
make it personal, make it yours.
we’re
ethically made.
ethically made.
Our rendering technology lets us operate on a made-to-order model, eliminating inventory issues that lead to pollution and waste.
technology for the better good.
we’re quality.
We believe in clothing that is created with kindness and respect to our workers & the planet. In quality over quantity, and clothing that’s built to last.
well-made clothing still exists.
we’re
made to order.
made to order.
Invest in you, because clothing should last beyond a season. Each piece is hand-made in our privately-owned factory using fine tailoring techniques and innovative fabrics from around the world.
from virtual, to reality.
In order to gain customers, Frilly needed a faster, more user-friendly shopping experience.
Designing the future of women’s fashion e-commerce.
my research & documents
For Frilly’s checkout process, I designed a customer experience that takes the user from bag to order completion in a single-page design. The new checkout unlocks information steps, offering the user a sense of speed and transparency during the transaction. Added features include account login recognition, Apple Pay capabilities, and a guest checkout that automatically creates user accounts.
streamlining the checkout experience
Frilly’s previous customization experience found users engaging with customization, but not fully commiting to purchase. A majority of users expressed overwhelming feelings of choice paralysis with design options, and overall distrust with virtual 3D garments. My goal was to identify these overwhelming roadblocks in order to gain significant trust with users. I designed a product detail page that minimizes anxiety by narrowing the scope of design options, including the ability to browse and select fabrics easily, IRL product photography to showcase quality, and merchandised custom styles to provide current style guidance. Added features include ‘expected delivery date’ for made-to-order purchases, and a multi-model selector for various skin/body types.
encouraging trust & confidence within customization