NICOLE LANDRY
Product Strategy / Design Leader / Consultant
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CASE STUDY: PRIMARY

Primary.com launched Spring 2015 as the destination for kids clothing essentials. The site sells classic pieces of a kid's wardrobe (with each item selling for under $25).

I was hired by Primary to help design their commerce experience. Based on business goals, the Primary founders determined they wanted to treat the clothing items like consumable products (diapers, paper towels, etc). Primary clothing items are wardrobe staples (opposed to trendy pieces) that parents typically re-order in new colors and sizes (as kids grow). 

Primary had a few unique UX challenges. The team wanted a visually interesting way to present order history that capitalized on re-ordering. This area would be called 'MyCloset.' A bigger challenge involved Primary's size and colorway selections. Compared to most commerce experiences, Primary wanted to allow users to order multiples of the item across sizes AND colorways- on one single page. (Again, this was an established user need based on a parent shopping for multiple children at once). 

Through iterations of sketching, wireframing and prototyping, I created a successful ordering tool that allows parents to add multiples of an item (across multiple sizes and colors) while staying on a single page. I directed Primary's creative team to implement visual designs based on my wireframes, interaction designs, and mockups.

Work included: UX direction, user research & interviews, commerce strategy, wireframes, responsive design, prototyping.

Early ideas

Early ideas

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.

The focus!

The focus!

 

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

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.

 

Iterating...

Iterating...

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.

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The Final Result

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! 

"Nicole provided important strategy and guidance through out our e-commerce funnel. She will always be my first call... for Primary and beyond."    -Primary CD

"Nicole provided important strategy and guidance through out our e-commerce funnel. She will always be my first call... for Primary and beyond." -Primary CD