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.
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.
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.
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
