Michael Kors E-commerce Site
FREELANCE ASSOCIATE CREATIVE DIRECTOR | SAPIENT RAZORFISH | NY, 2017
The goal of this project was to improve the shopper's online experience in apparel, footwear, and accessories by implementing new e-commerce technology and features. We also fine-tuned overall UX and UI design throughout the site including navigation, filter, and product listing page design.
Some of the main features we implemented were:
• Curated Look Page Template with “Buy All” Functionality
• Content Marketing Integration
• Search Page with AutoCorrect and Suggested Results
• Gift Now
• TruFit
Over six months, we collaborated with Michael Kors' e-commerce team three days a week at the client’s office. We worked with a modified version of Agile methods that accommodates the designer’s needs while hitting major development milestones on schedule.
According to csimarket.com, “Michael Kors Holdings Ltd managed to grow Revenue by 6.45% year on year, in the third quarter 2017 to 1.44 billions, while Apparel, Footwear & Accessories industry fell by -0.11%, Consumer Discretionary sector fell -14.59%. Despite modest Sales in Consumer Discretionary sector and Apparel, Footwear & Accessories industry, Michael Kors Holdings Ltd reported above average market Sales growth.”
Working with Agile Methods
Even though Agile methods were preferred by our developers, designers had a hard time working with the process because it was difficult to maintain continuity when small features were developed without a cohesive design system. In order to help designers, we had to modify the process. First, we developed feature stories with Agile method. Then we grouped the features from the designer's point of view, knowing that some features would be developed in separate phases depending on the development schedules and priority order. As a result, designers were able to plan ahead for all the related features as a whole and were able to work with the design system.
Integrating Content Marketing into the Shopping Experience
We integrated Michael Kors’ content marketing strategy into product listing pages. While users browse products, they can also learn about the latest trends and models, and get behind the scene stories.
Design System for a Constantly Evolving Global Scale Site
In order to help designers and developers in various countries communicate and conserve the design system, we defined a set of easy-to-follow formulas and rules while creating new templates and maintaining or modifying the existing design elements. The full style guide includes a grid system, design foundation, components, modules, patterns, and usability.
