VS is a designer, manufacturer, and marketer of women’s premium lingerie, swim, womenswear and beauty products.
CLIENT Victoria’s Secret
ROLE AAD | UX Lead
YEAR 2013 | 2015
Scan-to-shop feature from a paper catalog and Secret Rewards loyalty program leveraged image recognition technology which seamlessly tied together 3 parts of the business: catalog, e-commerce website and the app.
Brand Goal: to build a Top 5, best-in-class search solution that delivers upon our 4 strategic themes; providing users with the perception of relevant results, presented in a personalized, clear, actionable, manner that supports VS brand positioning.
After reviewing a usability study conducted by the Baymard Institute and patterning the top Internet Retailer sites and competitors, the team prioritized 8 (of 60) search guidelines to be completed in phase 1. The following UX work explores these 8 guidelines.
If a user searches ‘black bra’ for example, the search term is recognized as a category ‘bras’ and as a color facet ‘black’ . User is presented with contextual facets for the ‘bras’ category as well as contextual information such as ‘Angel Bra Guide’ and ‘Size & Fit’. The searched color ‘black’ also becomes a filter.
For an unrecognized term user sees a ‘0 results’ template with alternate queries, assistance, popular product categories, recently viewed or personalized suggestions and themed recommendations.
If a low number of products is returned, popular product categories, recently viewed or personalized suggestions and themed recommendations from ‘0 results’ template can also be included.
Together with 4 other teams, I worked extensively on updating the e-commerce website to the new look. We’ve mapped the new fonts on all the pages and identified places where elements might break and will need adjustment. We’ve carefully mapped every UI element, icons, facets, color swatches, menus, ratings, etc. … everything! We’ve monitored the builds and made sure every detail was done right! The following pages are an example.