Urban Outfitters
ROLE
I designed a digital denim experience as a dedicated landing page to explore how featured brands could be reimagined and enhanced through the Denim Matchmaker.
PROBLEM
Urban Outfitters offers exclusive brand releases and content, as well as a range of cross-divisional product. The creative and UI teams are challenged to create unique experiences around marketing campaigns that are both impactful and inspiring.
SOLUTIONS
Denim Matchmaker caters to urban dwellers from millennials to Gen X-ers who want to stand out and be seen as unique. The challenge is that some of these customers do not necessarily know which denim suits their needs. So, I've come up with an experience that allows the customer to be matched with the jean that is right for them based on their body time and style preferences. In addition, I have also found a way to promote featured cross-divisional products as an upsell to the exclusive brands.
CONCEPT
This quiz solves a very real problem for users shopping for denim online and creates a fun narrative around the product that can resonate with people. From here, we can focus on the goal. Urban customers are acclimated to buying $80 jeans. Partner brands can run into $200 a pair. If the user is presented with the pair under the guise that these jeans are the perfect size, fit and style for them and can visually differentiate how much more interesting these special jeans are compared to the $80 line, they will be more likely to purchase. And if they can't purchase now, many users can save or keep the tab open until they are ready to commit. If the user is interested in the brand, they can click on the name to visit their designated landing page.
VISION
We're seeing a lot of changes in society, from passing the youth baton from millennials to Gen Z-ers to large-scale social justice reform in anti-racism and inclusion. At Urban, the denim collection has changed from skinny jeans to anything but skinny jeans. From the Gen Z perspective, this is a no-brainer. (They have warned us that skinny jeans are uncool.) For the rest of us, we need training wheels. We're wondering how we incorporate these foreign styles into our own wardrobe.
Design inspired by 90s graffiti art paired with modern UI trends.