Aritzia
E-Commerce Design • Conceptual Ideation and Visioning • Digital Experience Design • Design System Development • Data informed design
As Aritzia's Director of Experience Design, Anna led their digital transformation by heading a team of 15 designers to help deliver the ambitious e-Commerce 2.0 strategy. The work elevated the online shopping experience while significantly improving merchandising sell-through rates across key product categories.
Data Informed Design
Understanding the Customer Journey: From Single Items to Complete Outfits
We approached experience design through a deep understanding of customer shopping behaviors. For example, with suiting collections, we identified specific "jobs to be done" that brought users to these products—whether shopping for a complete outfit for an event or seeking a designer-inspired blazer. This insight allowed us to create intuitive pathways that transformed single-item browsers into complete outfit purchasers.
Intuitive Fabric Exploration: Enhancing Product Understanding
We redesigned the fabric experience on product detail pages to address a critical customer need: truly understanding materials before purchase. By elevating fabric information with enhanced swatches, concise descriptions, and contextual visualization through video and imagery, we transformed technical specifications into meaningful decision-making tools.
Our solution balanced visual consistency with informative content, allowing customers to confidently assess and compare fabrics across products. This thoughtful approach to material presentation reduced return rates while increasing purchase confidence—particularly for higher-priced items where fabric quality significantly influences buying decisions.
Conceptual Ideation and Visioning
Reimagining Retail: Five Innovative Shopping Concepts
The e-Commerce conceptual initiative introduced several innovative shopping concepts, reservation systems for upcoming products, non-linear discovery paths using AI-powered visual search, in-store digital integration through augmented reality, and voice-assisted personal shopping. Each concept addressed specific customer friction points while creating new opportunities for engagement and conversion.
The "Coming Soon" experience transformed inventory challenges into engagement opportunities by allowing customers to browse and reserve upcoming products before release.
We reimagined the fulfillment experience with a voice-enabled AI assistant that provides transparent delivery timelines on command, offers personalized style recommendations, and creates meaningful post-purchase touch-points that foster trust, build confidence in product selection, and transform satisfied customers into brand advocates.
We streamlined the account creation process, allowing customers to effortlessly establish an account that links their entire purchase history while providing valuable feedback on recent purchases without interrupting their shopping journey.
The in-store digital integration empowers customers with powerful refinement tools that blend online and offline shopping—sending proximity notifications for wish listed items, providing in-store AR navigation to product locations, and enabling instant product information, fitting room reservations, and seamless checkout through QR scanning.
The data-informed approach ensured that every design decision supported both user needs and business objectives, resulting in a seamless digital experience that authentically reflected Aritzia's premium positioning while driving significant growth in their online business.