Overview

Smartwool aimed to increase customer awareness of its full product catalog beyond base layers and socks. The goal was to showcase how items could be paired together, positioning Smartwool as a complete apparel brand rather than limiting it to socks and base layers.

Challenges

• Ensuring the merchandising team could accurately match product SKUs to create complete outfits.

• The originally planned dynamic hover interaction for outfits was not feasible within the development timeline.

• Delivering a user-friendly experience that balanced innovation with technical constraints.

Approach

• Conducted user interviews, formulated A/B tests, and presented findings to the Smartwool team.

• Synthesized research insights into UX solutions that were technically feasible and efficient for development.

• Collaborated closely with the Product Manager, Merchandising, Marketing, and Development teams to align on scope, priorities, and constraints.

Solution

• Designed static images of each outfit linked to a quick-shop modal, allowing users to browse and add multiple items to the cart easily.

• Bundled multiple products into a single outfit while staying within development constraints.

• Delivered a clear, visually engaging experience that highlighted full product pairings and encouraged exploration.

Outcome

• Average items per checkout increased from 2–3 to 4, boosting outfit sales.

• Average order value (AOV) increased by 12%.

• Created a scalable approach for displaying outfit combinations that could be applied across future campaigns and product launches.

My Role

Led the project end-to-end, coordinating across UX, Product, Merchandising, Marketing, and Development teams to deliver a solution that met both user experience and business objectives.