Hollister co.
Ecommerce app
About
Hollister & Co needed to transform their Android and iOS apps and solidify themselves as a
social influencer among their target audience. A sub brand of Abercrombie and Fitch, Hollister
& Co reached out to Razorfish to increase the amount of experiences within their app,
redesign their website, foster a place for new campaigns and transform the app into the number
one tool for ecommerce and online purchasing. All while epitomizing the southern California vibe
of beaches and carefree summers.
Team Group Creative
Director Sr. Art Director Group Experience Director Sr.
Experience Designer Technology lead Primary Developer
Off-shore iOS & Android Developers Project Manager
Account Manager
Responsibilities
User interface design Define social influence interaction E-Commerce
flow iOS & Android designs Prototyping Interaction
design Navigation Development Oversight
Where to Start
Introduced new navigation structures specific to each platform.
We needed to support the different interfaces that users had grown
accustomed to across Android, iOS and the web. Through research and analysis, user flows were created to
accomodate the same information and needs across operating systems. Although the interfaces played off
the same design system, they were surfaced organically to appear native to each device. Finally, we
supported both the Android and iOS application rollouts and release cycles, with the different app store
processes appropriate to our audience. After the audit, we standardized a design system and expanded on
it by incorporating new models in key traffic areas. To maintain this system, we hooked content authors
up with a Design Playbook. It became their bible on how to establish new pages with the modules we
established and ensure consistency.
Used decision tools, calculators, promotions and targeted proactive emails to
increase social influence and sharing. We focused on value exchange to harness social influence. This meant increasing
social advertising to influence conversion but also generating personalized suggestions based on user
input. In other words, we tested a number of style quizzes to pair products, make suggestions and found
that 4 in 10 users were perfectly happy to commit to social advertising. Combined with social campaigns
like pop-up concerts and influencer videos, we encouraged users to generated content for each product
and improve trust within the buying process.
A number of style quiz iterations proved to be too complicated. Eventually, we bailed on surprise
interactions in favor of simplicity and ease of use. The result was a faster quiz with a higher success rate
of completion.
Used
customer focused interfaces and user centered design to service users and define social products. We consistently architected each new
feature to be data driven, so that content can always be updated by users without the need for full app
store releases. We also improved the recommendation process to be influenced by data received from style
quizzes, products users were browsing and general user behavior on the site. This data fed back to the
user in the form of tailored recommendations, related products, insider tips and social events. The
result was a personalized app experience that improved the relationship users had with the Hollister
& Co. brand.
Aja Shamblee
Experience Design