Hackett

Driving customer-obsessed digital transformation

Role

User Experience Architect

Platforms

Web

Year

2011

Introduction

Hackett is a quintessential British luxury men’s clothing brand who wanted to redevelop their out-dated ecommerce platform, redesign the website and introduce new business processes, features, functionality and content.

As part of this work Hackett also wanted to research their audience, maximize on the Hackett brand and bring the in-store experience to life online, provide a world class ecommerce experience associated with luxury products, and reach new business targets - mainly to increase online sales through improved user interaction.

Hackett is a quintessential British luxury men’s clothing brand who wanted to redevelop their out-dated ecommerce platform, redesign the website and introduce new business processes, features, functionality and content.

As part of this work Hackett also wanted to research their audience, maximize on the Hackett brand and bring the in-store experience to life online, provide a world class ecommerce experience associated with luxury products, and reach new business targets - mainly to increase online sales through improved user interaction.

Initial immersion into analytics, users and competitors

Research

1

At the start I scoped the project’s Define (Research) phase and produced detailed estimates for business and user research in it, based on best fit for client’s business needs.

2

Working with a Digital Strategist I worked out an extensive research methodology for the audience research phase, which included:

3

complete website audit, stakeholder “pen portraits” workshop, competitor analysis, early segmentation based on web analytics, 4Q and email surveys, customer database profiling, in-store surveys, and customer in-depth interviews all of which I lead or co-lead.

Final personas and wireframes, mapped to requirements

Design

1

Distilling all the research outputs I produced personas based primarily on segmentation by goals. The design of these iteratively evolved from sketches to final design format that best resonated with the client, helping to secure buy-in throughout the organization.

2

The Research phase culminated in personas-informed requirements prioritization workshops, a highly polished research book of findings, top-level business recommendations, and a set of personas, all of which was to serve as a direction for the Design phase.

3

The following Design phase utilized the personas explicitly throughout all design making process and documentation.

Final mockups

Hackett

Driving customer-obsessed digital transformation

Role

Platforms

Year

Introduction

Hackett is a quintessential British luxury men’s clothing brand who wanted to redevelop their out-dated ecommerce platform, redesign the website and introduce new business processes, features, functionality and content.

Hackett is a quintessential British luxury men’s clothing brand who wanted to redevelop their out-dated ecommerce platform, redesign the website and introduce new business processes, features, functionality and content.

Research

1

At the start I scoped the project’s Define (Research) phase and produced detailed estimates for business and user research in it, based on best fit for client’s business needs.

2

Working with a Digital Strategist I worked out an extensive research methodology for the audience research phase, which included:

3

complete website audit, stakeholder “pen portraits” workshop, competitor analysis, early segmentation based on web analytics, 4Q and email surveys, customer database profiling, in-store surveys, and customer in-depth interviews all of which I lead or co-lead.

Design

1

Distilling all the research outputs I produced personas based primarily on segmentation by goals. The design of these iteratively evolved from sketches to final design format that best resonated with the client, helping to secure buy-in throughout the organization.

2

The Research phase culminated in personas-informed requirements prioritization workshops, a highly polished research book of findings, top-level business recommendations, and a set of personas, all of which was to serve as a direction for the Design phase.

3

The following Design phase utilized the personas explicitly throughout all design making process and documentation.

Achievements

1

The final implementation of all the upfront research and design thinking has resulted in a great new experience that has exceded set targets.

2

Towards the end of the Design phase my Digital Strategist and I outlined a plan for further optimization, ongoing usability testing

budget and other development phases, which later included a mobile optimized experience, amongst other things.

3

The website today continues to represent Hackett in its original design direction I helped to define in 2011.

Some of my other work

Some of my other work

Some of my other work