Levi's

Levi's, a global leader in denim, identified the need to educate their customers about various aspects of jeans, including different fits, stretch, leg opening, and rise. This project aimed to design an intuitive 'Jeans Guide' for Levi's customers, to empower them to make informed purchasing decisions based on their preferences and comfort.

The main objectives were:

• Develop an easy-to-understand 'Jeans Guide'
• Improve user knowledge and understanding of different jeans attributes
• Increase customer satisfaction and online conversion rates

As the lead designer, I was responsible for creating the 'Jeans Guide', from the conceptualization phase to the final design implementation. My approach included user research, ideation, wireframing, prototyping, user testing, and finally, overseeing the guide's integration on Levi's website.

I started by conducting user surveys and interviews to better understand customers' knowledge gaps and preferences when choosing jeans. Competitor analysis was also performed to identify best practices in the industry. These insights led to the development of an informed design strategy for the 'Jeans Guide'.

The design phase involved creating initial sketches that transitioned into interactive prototypes after several iterations and user feedback sessions. A central focus was to ensure the design was straightforward and educational, aiming to demystify various aspects of jeans for Levi's customers.

The launch of the 'Jeans Guide' was met with positive feedback from customers. The guide significantly improved user understanding of different jeans attributes, leading to more informed purchases and improved customer satisfaction.

Key outcomes post-launch included:

• A 35% increase in online conversion rates, signifying the impact of informed purchasing
• A significant reduction in product returns due to fit issues, indicating improved customer understanding
• Positive user feedback on the ease-of-use and informative nature of the guide

The successful implementation of the 'Jeans Guide' underscored the importance of integrating education into the shopping experience. It highlighted the power of design in bridging knowledge gaps and enhancing customer satisfaction.