Totally Tights

  • ClientHanes
  • RoleUX Designer

I was responsible for building delightful and engaging UX functionality for Totally Tights, a brand new hosiery site.

The Challenge

78% of Australian shopper choose bricks-and-mortar stores over an online experience because of the ability to try, touch and feel products. This is no different for hosiery. Early user interviews showed that purchasing in-store is the most popular approach for tights wearing consumers.

My Role

I worked in a UX team to shape user-centred functionality for a brand new site. All research, sketching and high Fidelity, interactive prototypes were designed by myself. In addition, I worked closely with the front end development team and liaised with brand, content, product and design teams to shape the site for launch.

My Goals

Convert the ever-faithful in-store shopper into an online tights new believer.

Design an engaging and informative product for key brand demographics.

Make it fast and easy to use for everyone, everywhere, on any device.

Research Methods

All information in this case study is my own and does not necessarily reflect the views of Hanes.

Interviews

Behaviour Analysis

Competitor Analysis

Wireframing

“How might we replicate the tactile in-store hosiery journey for an online venture?”

The Audience

Totally Tights is a house of several existing hosiery brands. The first step was to gather key demographic information from each brand and interview a range of real users to ascertain pain points and buying motivations. Clustering common insights would create a set of personas and cross-referencing any ideas and sketches against the ensured we always had the user in mind.

Discovery

After vital interviewing and user journey mapping, rapid prototyping was conducted and refined. Finalised functionality was also discussed with our front end development team. Features were designed to not only delight but to make the very functional task of hosiery purchasing quick, easy and engaging.

“It’s convenient to purchase tights when I’m doing a regular shop but buying in-store often means endless sorting through boxes of tights to find the right size, colour and denier.”

User-focused features

After rapid prototyping and rounds of refinement and iterations, designs were handed over to Development. Some of the UX focused features included:

• Sticky Add to Bag A/B experiment

• Fast track filtering on Home Page

• Social Sign-in/shipping update functionality

• Content driven denier guides and videos

• ‘Add a spare pair’ prompts for sheer hosiery

• Updated reviews with meaningful filtering


The Impact

• Higher Av. Order Value on Quick Add to Bag

• Fast Track Filter shows signs of positive interaction

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