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Landing Page Example

STITCHFIX.COM

A deeper dive into a recent redesign of a main landing page for Stitch Fix.

Central to this success of this page was the integration of user research into our design process. Through thorough investigation and analysis, we gained invaluable insights into the preferences, behaviors, and pain points of our users. This research enabled us to make informed decisions, ensuring that our design addressed real user needs and preferences. 

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What WE KNEW AT THE BEGINNING

Our Clients Are on Mobile

Most of our users learn visit our site on their mobile devices. Therefore, we theorized that we needed to make the page more succinct to create less friction.

Clients Are Confused

In user-testing, we learned that clients are still confused by our offering. How do we more clearly explain the service while still being succinct?

How Might We:

We wanted to balance showing diversity in all areas while still giving users the information they needed.

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RESEARCH PHASE

We iterated several times, always using data from user testing to help inform our next decision. I worked with a copy writer, UX partner, researcher, digital merchandising, marketing lead, engineers and SEO experts to create each iteration.

My Role

My role throughout the project was as Lead Designer. I took all input from all team members as well as user testing results and created multiple solutions for the page that would take in to account all view points. Using Figma,  created a final design that we could test against the current page to see if it would impact conversion.

Here is some user feedback:

User 1:

"I thought the Landing Page had "a lot going on"

​

(too busy for her)

User 2:

"Is it the one-time fee for using a Stylist? Or is it $20 each time you use them?"

(confusion on pricing)

User 3:

"I won't want to waste the $20, I want to keep the pieces they send me."

(confusion on how it works)

FINAL DESIGN

Our Last Page Iteration resulted in a mix of research findings and internal marketing needs.

- simplified the layout to clean up the design & clarify the offering

 

- Added a FAQ section to help clarify how it works for those still lost

- Added a carousel to tell how the service works + allowed for marketing messages in the future. 

In the end, user Research found clients understood the service better & our A/B test resulted in no statistically significant change in conversion

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MORE PORTFOLIO EXAMPLES AVAILABLE UPON REQUEST

© 2025 by Katy Atchison

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