E-commerce
Evolving an iconic brand for a new generation of shoppers.
Champion
2021
E-commerce, UX Design, Design Systems
Group Director, Product Design
E-commerce Strategy, UX Design, UI Design, Design Systems
Indigo Awards Gold - Website Design, Indigo Awards Gold - Digital Design, Indigo Awards Gold - UX/Interface
Increase in revenue per user
Increase in average order value
Gold at Indigo Awards
The Challenge
Champion faced a pivotal moment to capitalize on their cultural momentum with Gen-Z consumers shifting toward online shopping. Social media transformed shopper expectations, requiring a reimagined e-commerce experience built for a new generation.
The Approach
We analyzed key customer journeys and conversions, using segmentation to create targeted experiences. Recognizing that social-savvy Gen-Z shops differently via TikTok and Instagram—often purchasing complete looks head-to-toe—we created features like 'Shop the Look' for multi-item purchasing and 'Add Anywhere to Bag' to shorten the purchasing journey. We also built a scalable UI kit for future brand portfolio expansion.
The Outcome
Launched in 6 months to meet the holiday rush deadline. The new experience drove a 26% increase in average revenue per user and 17% increase in average order value, earning 3x Gold at the Indigo Awards for Website Design, Digital Design, and UX/Interface.
“You're not only managing change, but leading change.”