UX Case Study: Improving E-Commerce Experience for Bioray
Introduction
TravisMathew, known for its premium golf lifestyle apparel, wanted to enhance the in-store experience by redesigning its hangers. The challenge was to create a hanger that would reflect the brand's high-end nature while also being functional for retail and wholesale displays.
TravisMathew, known for its premium golf lifestyle apparel, wanted to enhance the in-store experience by redesigning its hangers. The challenge was to create a hanger that would reflect the brand's high-end nature while also being functional for retail and wholesale displays.
Problem
Customers and staff reported that the existing hangers were not sturdy enough for heavier items and lacked a premium feel, undermining the brand’s image. There was also a need for better hanger ergonomics to prevent shoulder bumps on delicate fabrics. We also had a problem with there being many different sizes.
Customers and staff reported that the existing hangers were not sturdy enough for heavier items and lacked a premium feel, undermining the brand’s image. There was also a need for better hanger ergonomics to prevent shoulder bumps on delicate fabrics. We also had a problem with there being many different sizes.
Goal
The objective was to design hangers that offered both functional improvements and an elevated aesthetic, ensuring they enhanced the customer experience while maintaining product integrity.
The objective was to design hangers that offered both functional improvements and an elevated aesthetic, ensuring they enhanced the customer experience while maintaining product integrity.
Research
Through user interviews with store staff and customers, as well as competitive analysis of hangers used by similar luxury brands, I gathered insights on key pain points. Staff emphasized the need for durability and ease of use during high-volume sales, while customers focused on the presentation and garment protection.
Through user interviews with store staff and customers, as well as competitive analysis of hangers used by similar luxury brands, I gathered insights on key pain points. Staff emphasized the need for durability and ease of use during high-volume sales, while customers focused on the presentation and garment protection.
Solution
- Ergonomic Design: The new hanger design features a narrower width to better support accessories and add more product on the rack.
- Functional Enhancements: By having dual holes we could use this hanger for retail and wholesale pegs. Tensile strength was greatly improved from the previous generations of hangers.
- Ergonomic Design: The new hanger design features a narrower width to better support accessories and add more product on the rack.
- Functional Enhancements: By having dual holes we could use this hanger for retail and wholesale pegs. Tensile strength was greatly improved from the previous generations of hangers.
Results
After the redesign, Bioray saw significant improvements in key performance metrics:
- Improved In-Store Aesthetics: The premium hangers created a more cohesive and upscale visual merchandising experience, aligning with TravisMathew's brand.
- Cost Savings: By eliminating all the sizes for each product and moved to using one hanger top we had a cost savings of $225,000 per season on hanger production.
- Customer Satisfaction: Customers noted that the hangers better protected garments and contributed to a more premium shopping experience, as reported through post-purchase surveys.
After the redesign, Bioray saw significant improvements in key performance metrics:
- Improved In-Store Aesthetics: The premium hangers created a more cohesive and upscale visual merchandising experience, aligning with TravisMathew's brand.
- Cost Savings: By eliminating all the sizes for each product and moved to using one hanger top we had a cost savings of $225,000 per season on hanger production.
- Customer Satisfaction: Customers noted that the hangers better protected garments and contributed to a more premium shopping experience, as reported through post-purchase surveys.
Conclusion
The redesign of TravisMathew's hangers successfully enhanced both the aesthetic and functional aspects of the in-store experience. By aligning the product design with the brand's values and addressing key user needs, the project achieved its goal of improving usability and customer satisfaction.
The redesign of TravisMathew's hangers successfully enhanced both the aesthetic and functional aspects of the in-store experience. By aligning the product design with the brand's values and addressing key user needs, the project achieved its goal of improving usability and customer satisfaction.