SMARTWOOL
SHOP THE LOOK
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 3 per order to 4, boosting outfit sales
Average order value (AOV) increased by 6.8%
Created a scalable approach for displaying outfit combinations that was applied to The North Face
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.
Presentation
