The Challenge
Provide the user with an easy way to discover, find, and purchase complementary items on the product page.
Design Strategies
Discover · Ease of Use · Confidence
Based on previous features having low engagement, we wanted to help the user find the tool and use it without distraction from other shopping tasks. Our customers need confidence that the products can be worn together and in the quality and fit of each product. Customers need to add the primary item and complementary items to bag without experiencing friction or frustration.
Design Phase 1
Test Placement
Through user testing, we found that users preferred the content directly below the image and the content could be combined with “Shop The Look”, an existing feature.
“I think this option makes it super clear that this top can match with multiple bottoms without having to scroll down. If anything, I think everything could be combined into Shop This Look. It makes sense that there may be many looks with one top and that you should pick the bottom that makes you feel good, pretty, etc. It feels more personalized or individualized that way.”
Preferred
Design Phase 2:
Combine shop the look & complementary products
Test Verbiage on Labels
Through user interviews, we found that when the features are combined users wanted a label to tag the exact item worn by the model in the photo. Though user testing, we found the most understood was “Model is wearing”.
In another user test, we found that the feature name “wear it with” was the most preferred and understood.
The majority of users found and understood “model is wearing” label & “Wear it with” feature title.
*Based on 54 total participants age 18-29 female college educated or enrolled and shop within A&F’s competitive set.
Design Phase 3
Test Discoverability & Understanding
Through user testing, we found that users preferred and better understood the Wear it with CTA when paired with the thumbnails.
100% ANF of users organically discovered the component
*Based on 54 total participants age 18-29 female college educated or enrolled and shop within A&F’s competitive set.
