Some of the initial concepts focused on the MyCloset feature permeating throughout the site experience. Ideas involved showcasing previously purchased items in relation to clothing items on the homepage, PDP, and category pages. This meant adding quick re-order functionality to most pages.
It became clear that multi-faceted ordering needed focus.
Re-ordering and the "MyCloset" feature would only work once the main functionality (ordering multiples of an item across various sizes and colorways) was mastered.
I tested and iterated various interaction patterns to see what was most user-friendly (and conversion-friendly).
Size, Color and Quantity
I wanted to keep the tool flexible, so that size, color and quantity could be selected, edited, and deleted at any point. I sensed there may be some frustration if it was designed in a linear path.
I tried playing around with colorways and quantity being a dual-purpose selector. Great in theory, but testing showed that it was too much heavy lifting for the user.
The Final Result
The product detail page now has a powerful tool that not only gives incredible flexibility to the user, it also provides visual feedback along the way. Check it out below and at Primary.
Oh, and I did end up designing an engaging experience for the "MyCloset" area. It's live on the Primary site, and defies the typical Order History page! Unfortunately, that part of the project involves too much to add here. It will be part of another case study to come!