E-commerce • Digital Transformation
Transforming C&A's Digital Experience
Timeline
8 Months, 2023
Role
Lead Designer
Team
12 Members
Project Overview
Led the comprehensive transformation of C&A's digital platforms, focusing on modernizing the brand's online presence while improving user experience and engagement. The project aimed to align C&A's digital shopping experience with contemporary consumer expectations while maintaining the company's core values of affordability, sustainability, and accessibility.
Modernize Digital Presence
Transform C&A's online platforms with a contemporary design that reflects current fashion trends and shopping behaviors.
Enhance User Experience
Streamline the shopping journey with intuitive navigation, personalized recommendations, and simplified checkout process.
Drive Conversions
Increase online sales through improved product discovery, mobile optimization, and reduced cart abandonment.
The Challenge
C&A faced significant challenges with its digital presence that were impacting business growth and customer satisfaction. Our research uncovered several critical issues that needed to be addressed:
33% of users abandoned purchases due to complex checkout
Web conversion rate was 40% lower than Mobile
Users struggled to find suitable product options
Search functionality lacked personalization features
Navigation structure was too deep and confusing
Product recommendations were not context-aware
The Process
User Research & Analysis
Conducted comprehensive research through:
- 80+ user interviews across 5 key markets
- Analysis of customer service tickets
- Heatmap tracking on key conversion pages
- Competitive analysis of 6 fashion retailers
- Stakeholder workshops with 6 departments
Visual Identity Development
Created a modern design system including:
- New typography system with improved readability
- Refreshed color palette reflecting brand values
- Custom icon set for improved navigation
- Responsive grid system for all devices
- Interactive component library in Figma
Brand Guidelines Preview
Interactive preview of our new brand guidelines:
- Complete design system documentation
- Interactive component examples
- Brand voice and tone guidelines
- Visual style specifications
- Usage examples and best practices
UX Optimization
Implemented key improvements:
- Streamlined 3-step checkout process
- Better search results
- Personalized product recommendations
- Accessibility compliance
- Enhanced mobile navigation patterns
Impact & Results
+35%
Increase in conversion rates
+50%
Growth in mobile engagement
-25%
Decrease in bounce rates
90%
Faster page load times
80%
Users preferred new design
70%
Increase in Kids purchases
Project Presentation
View the full presentation on Figma
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