Free People

Industry: Apparel & Fashion
Role: Lead UX Designer

eCommerce Replatform



An American bohemian apparel and lifestyle retail company, Free People sells women’s clothing and accessories. Headquartered in Philadelphia, Pennsylvania, Free People is a part of Urban Outfitters, Inc. Today Free People sells their line in 1,400 specialty stores worldwide. The brand is distributed globally via direct channels, including the Free People Global site and Free People UK site.

With the rise of mCommerce, Free People's replatform and redesign was an opportunity for a strategic shift. With a responsive site, we could provide a mobile first, unified shopping experience across all devices. As well as utilize the rich insights and data gathered over time to go beyond best practices and create a shopping experience unique to the Free People girl.

A key objective was to increase confidence in her purchase, starting when she landed on the homepage through checkout. Our objective specific to checkout was to remove barriers and increase the conversion rate. 

Launching in the spring of 2016, there was a dramatic increase to product detail pages on the site. We increased the conversion rate within the first few days of launch, surpassing the week-over-week baseline.




Phase 1: Research

Key takeaways included:

  1. 60% of FP customers checkout as a guest (higher during holiday).

  2. Customers average between 1 and 2 orders per year.

  3. 72% of people abandon their order.



Phase 2: UX Design