Ralph Lauren SiteletsThe fashion 👔 powerhouse expanded its wholesale growth with key partnerships in Macy’s and Bloomingdale’s. Ralph Lauren leveraged sitelets—or mircosites —to showcase new collections 👗 and refresh with seasonal campaigns.
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How might we consider and leverage the user’s experience in these sitelets so they are high-converters and ambassadors of the Ralph Lauren brand.
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KPI Priority #1 was conversion rate, which fell below the industry standard of 1.9% based on the browsing nature of the sitelets.
Priority #2 was maintaining the innovative standards of the Ralph Lauren brand while constrained by Macy's and other's CMS and technical constraints.
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I was the sole UX/UI Designer on a team of Graphic Designers and Marketers. Much of this process was also educational for the entire team to understand user’s needs.
Discover & Define
The first step was to understand the starting point so we could leverage areas of opportunity. We pulled together all aspects of the experience to see the bird’s eye view, such as onsite and offsite search queries, media drivers, Core Web Vital performance, and ADA compliance.
Heuristic Evaluation • Analytics Ingestion • Presentations to Stakeholders
Design & Deliver
Through enhanced wireframe work, we could work more strategically with the marketing and campaign teams to request specific shots at photoshoots, collaborate with the rest of the global design team to share success patterns, and better measure success year over year.
Wireframe • Prototype • Updated Handoff System
Final Impact
During Discovery, I unearthed many UX flaws that had been flying under the radar, such as a total lack of alt text on the entire sitelet. The team rallied behind ADA compliance and made this a priority for the next refresh.
Careful monitoring to other KPIs that are cousins of CV also unearthed some surprising causes, such as one carousel-heavy sitelet that had 87% of its engagements merely clicking through those carousels. I decided to streamline the content by removing carousels and encourage the users to click into the categories and convert.
The final impact is a Ralph Lauren team that is better educated on user experience, ADA compliance, and KPI tracking that will inevitably boost that conversation rate.
On a larger scale, Macy’s and Bloomingdales are extremely happy with the traffic these sitelets garner and are holding them as the golden standard for any additional partners who do the same.