Shop the Outfit – Aritzia

Research

What are other fashion e-commerce sites doing?

Only a few sites have a “Shop the Look” / “Style with” feature. It appears mostly below the product details and the user only sees it if they scroll past the product details and images. Sometimes these features tend to show products that are similar to the items in the outfit but not necessarily an exact match.

How are users shopping?

Users are not only using e-commerce websites and apps to shop. Social media also plays a big part in the shopping experience, for example, Instagram

Approach

Wireframes

I decided to keep the “Styled with” below the product details. Users are accustomed to seeing it there and may look for it.

Added a “Shop the Outfit” button to the bottom-left of the product image that will bring up tooltips with the brand, product name and price. This is more contextual and makes it easier for the user to see which of the items, that the model is wearing, are available for purchase.

Clicking on the tooltip will show the quick view modal of the product details. This allows the user to see some details about the item of interest without leaving the original product that they’re looking at.

When adding a product from the product detail page to cart, we show a modal to up-sell and cross-sell other products on the site. This will be for desktop and tablets only. I’ve added a “Shop the Outfit” and “Make a Match” section.

From articles that I’ve read this will encourage users to buy more items and increase the order size.

View Wireframes

Designs

Measurements

“Shop the Outfit” on the product page – Measure the percentage of people who add more than one item per look to cart after clicking the “Shop the Outfit” button.

Upsell after adding to cart – A/B test to see whether showing this modal after the user added an item to cart will increase the average order size.

View Desktop Designs

View Mobile Designs

Recommendation

I’ve kept the name “Shop the Outfit“ as this is how it was originally referred to in the requirements. However, I would suggest calling the feature “Shop the Look” instead. I think that referring to it as a “Look” instead of an outfit has a more elegant sound to it, better suits the Aritzia brand and may resonate more closely with the target audience.