E-commerce Redesign
for Alan Bilzerian

FOCUS
Research
Product Strategy
UX/UI Design

TIMELINE
Conceptual Project
3 weeks

SUMMARY
A proposed strategy for Alan Bilzerian was to rethink the e-commerce blueprint and social media presence to emphasize the value of storytelling. One deliverable was a design proposal for a bespoke service of the customer's personal motivations.

CHALLENGE
As a brand strategist, I was responsible for bridging the relationship between clients and the fashion business. But I discovered that international competition for luxury boutiques meant managing the expectations of online shopping.

What opportunities can we leverage to show the end-to-end dressing experience Alan Bilzerian has to offer?

     BUSINESS CONSTRAINTS
1.  Alan Bilzerian is a small business with a devoted staff but a limited budget
2.  Internal stakeholders are resistant to losing their exclusive vision.
3. Digital design decisions need to be based on physical interaction first.

After analyzing the brand strategy we looked at testimonials from a diversity of clients. The past has always dictated fashion forecasting. Showcasing an enriched brick-and-mortar history is the boutique’s strongest charm.

Fashion Impact

221

Direct link clicks for the first written interview Issey Miyake, Rei Kawakubo, and Yohji Yamamoto brought a 320% increase in traffic.

30%

Guests from confirmed Facebook event RSVP'd for the local screening of Yohji Yamamoto | Dressmaker.

4.87*

Average-rated reviews by our already existing customer base exist through Tripadvisor, Google, and Yelp reviews.

Competitive Analysis

After looking at like-minded businesses: one of the biggest takeaways of a luxury online shopping experience was letting the clothing speak for itself with minimal distractions to have the fewest clicks possible to checkout.

Key User Insights

A total of six participants between the ages of 18-50 were interviewed based on regulars and recently acquired clients.

Their professions varied from student, to engineer, to creative.
> View the survey here

5 of 6

- Noted that reviews and research of the products are helpful.
- Found the styling on product photos to influence their buying decision and can equally deter it.

100%

All of the participants stated the importance of knowing the quality of the products visually beforehand and its aftercare.

24–30

Year-olds tend to do their own research on specific seasonal pieces driven by style motivations leading to the biggest insight of Gen-Z and Millennial clients.

The driven aspect for all users was building on their personal goals for a luxury fit. However, most retailers do not help identify those helpful insights for clients. One of Alan Bilzerian’s biggest departments he invests in is his tailoring service. 62% of clients utilize the alteration add-on. A huge luxury-driven opportunity.

User Journey

Personas were important to narrow down an order of client needs. Customers want to learn before they invest in large purchases. In-person shopping won’t disappear because true bespoke tailoring means stepping into the physical boutique for the full experience.

A digital walkthrough of the main possible interactions and the new online bespoke services invites customers to explore. By introducing staff knowledge, a luxury purchase online is as powerful as in-store service.

Task Flow

Design Audit

Wireframes

Based on the critique of the old interface, the focus on enlarged product photos with options is critical for clear visibility. This decision enables accessible clicks on a minimal design to sell luxury effectively.

Final Solution:
Redefine Business Goals

1. A redesigned visual hierarchy.
2. The definition of what luxury can mean.
3. Digital tailoring—unique to Alan Bilzerian.

Improve the layout of the seamless experience.

GUIDANCE
Clear navigation eases the relationship between written actions and strong imagery. A landing page with the strong visual content of key articles, new arrivals, and social media content allows easier entry into the experience.

BEFORE
The products are shown as quite small in relation to the navigation column. A similar scale of information can leave customers disinterested quickly.

AFTER
A stronger hierarchy of product views to filtered options is understood immediately. Shoppers prefer information to be adjacent but not distracting.

BEFORE
Accessibility to all the information was lacking 'above the fold' and resulted in too much scrolling to find what you needed.

AFTER
The biggest improvement in usability is a fixed column of information and actions with the same consistency of clear visuals seen so far.

The personal stylist tips and seamstress notes introduce educational content for new clients as well as returning clients to be involved with new seasonal ideas. These tabs act as personal advice to guide users to the online tailoring options.

Certain interactive tabs can detract from the buying experience. A considered placement of action such as the strongest hierarchy of a bold "add to cart" CTA button was important.

Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by clicking on the yellow edit icon. After you are done just click on the yellow checkmark button on the top right. Have Fun!

While an app version is necessary, most people like to shop for fashion while multitasking on a desktop version. However, using a minimal design system makes sharing fashion discoveries with others on a large or small screen equally appealing.

The irreplaceable value of tailoring.

STORYTELLING
The tailoring story is created on an irregular grid to emphasize the freedom to alter fashion with the power in the client’s hands. The option to keep learning is continued or the next step can transport customers to the web alteration experience.

The customer buys items like a custom learning game.

EMPOWERMENT
Alan Bilzerian products are manufactured overseas and available for pre-order as well as clothing made in-house. Too many options can be overwhelming for clients. Creativity is easier with choices rather than a blank slate to confidently purchase and understand with Alan’s team.

A final design of client Eliza is shown checking out her husband’s new button-down shirt. Reimagining the clothing she is familiar with allows for easier conversations suggested by the Alan Bilzerian team.

Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by clicking on the yellow edit icon. After you are done just click on the yellow checkmark button on the top right. Have Fun!

RECAP
1. Obtaining new clients is equally as important as maintaining the original loyalty of clientele.
2. Decades of history are what sets Alan Bilzerian apart.
3. Clean design is luxury; the clothing speaks for itself.
4. A unique tailoring service is a prominent opportunity.
5. A learning experience ties the expertise together to have everyone continue to learn more.

NEXT STEPS
Given the stakeholder buy-ins, I would advance this implementation by hiring a freelance developer or exploring fulfilling designs. By seeing progress in the creative growth of Alan’s customers, he can grow his tailoring department to service clients who need to be present for a ‘perfect fit’. A future budget could venture into technology like designing AR features or motion graphics. This was ruled out as it seemed too advanced for older clients. Inclusive growth could extend to sizing guides and the potential of custom.