Evolving an Iconic Brand for a New Generation
With Gen-Z and the world trending towards online purchases, social media has transformed the landscape and expectations of shoppers.
At a pivotal moment where Champion could capitalize on their cultural boom with online shopping they trusted Code and Theory to lead strategy and design for a reimagined e-commerce experience built for a new generation.
Impact
- +26% Increase in average revenue / user
- +17% Increase in average order value
- 3X Gold Winner in the Indigo Awards across Website Design, Digital Design and UX, Interface & Navigation
- Built a product roadmap driven by data
- Delivered an Ecommerce experience centered around Gen Z
- Crafted a scalable content & design system
- Beat holiday rush with a 6 month launch
With Gen-Z and the world trending towards online purchases, social media has transformed the landscape and expectations of shoppers.
At a pivotal moment where Champion could capitalize on their cultural boom with online shopping, YML executed an e-commerce approach for a newer generation.
Data X Design
To transform their experience, Champion sought quick wins and optimizations. To identify those opportunities, we analyzed key journeys and conversions. By utilizing segmentation (one-time buyers vs. repeat visitors, etc.) — we were able to create experiences that convert and created brand affinity.
Expanding Audiences: Gen Z in the Spotlight
Social-savvy Gen Z shops differently, using apps like TikTok and Instagram. Our insights showed some of their habits include: shopping an entire look from head-to-toe. Knowing that, we created a responsive experience that paired with their native behavior.
We created ‘Shop the Look’ so that customers can purchase multiple items in a few taps without leaving the page — providing them with a quick and easy order experience.
Shop the Look
We created ‘Shop the Look’ so that customers can purchase multiple items in a few taps without leaving the page — providing them a quick and easy order experience.
The Power of Product
Product presentation and product descriptions helped us to ensure consistency across all pages - from custom-made icons that make product benefits more scannable to amplifying user-generated content and reviews.
Add Anywhere to Bag
To boost conversion, we shortened the purchasing journey by allowing customers to “Add to Bag” from anywhere. This allowed customers to shop and add products at every touchpoint, which increased average order values by nearly 20%.
“You’re not only managing change, but leading change.”
Build to Scale
We created a comprehensive UI kit for Champion's flagship digital store, including icons, buttons, and more, built with scalability in mind for future implementation across the entire Hanes brand portfolio.
