the process

calvin klein’s digital flagship ck.com needed user experience enhancements, and a ‘kit of parts;’ a library of modules that are flexible visually and support a multitude of content and commerce elements, examples being tying together product carousels and shoppable videos able to be placed on any page
we implemented a ground-up strategy focusing on solid UX fundamentals, starting with scoping the quick fixes such as navigation hierarchy and checkout optimization. we developed a strategy for future sprints of user experience enhancements of larger levels of effort such as the Checkout flow having a complete overhaul and developing pages to support large levels of content
the visual design team collaborated closely daily on site with the Calvin Klein marketing team to ensure the iconic branding was represented in the design sprints, while developing a style guide for the CK team to then use moving forward for the future. all page states and variations were designed based on requirements gathered by our team
storytelling was successfully integrated into their digital experience, alongside user experience improvements to the Homepage, Navigation, Category and Product Listing Pages, Product Detail Pages, as well as Cart and Checkout. all pages also received a visual treatment to match the developed style guide and kit of parts
at the same time as all of the enhancements and new pages being developed, a customer facing product customization and personalization digital platform was designed and developed by our team, including strategy, user experience and visual design
post-launch testing showed a significant increase in conversion rates as well as an increase in average order value and time spent on site