Free People

Free People

A woman with long, wavy hair wearing a striped shirt and cream-colored high-waisted pants standing in a desert landscape with mountains in the background. The word 'freepeople' is overlaid in black cursive text.

With the rise of mCommerce, Free People's replatform and redesign was an opportunity for a strategic shift.

Make it stand out.

eCommerce Replatform

Laptop and smartphone screens displaying an online clothing store selling red lace dresses, with the main focus on a red lace slip dress called "She's Got It Slip."

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.

iOS App Exploration

Screenshots of a fashion shopping mobile app displaying various clothing items, categories, and promotional banners

As a lifestyle brand, Free People has the ability to offer a truly special and personalized shopping experience for the Free People woman. With the iOS app we explored two key new ways to shop: Just for You and FP Me.

Make [the app] stand out

Just for You

Fashion shopping app interface featuring trendy sunglasses, a beauty tip jar, a woman in a crochet dress, a woman in a blue outfit, and a close-up of a woman wearing pink sunglasses.
A digital shopping webpage featuring images of a woman with blonde hair and casual sporty style, including blue sneakers and a white backpack, with a focus on bright, colorful, and sporty fashion.

The Just for You section takes her shopping behavior and shows products we think she will love as well as the products that pair well with her purchased items in one dedicated place. 

As we learn about her style, we can make recommendations that goes beyond just products. We can also share relevant blog content, daily edits, new music and more. Offering a better, more holistic Free People experience. Her own space within the Free People app. 

Shop FP Me

Mobile shopping app interface displaying fashion items, including black and white photos of women wearing trendy outfits and accessories, with options to select colors, sizes, and add items to cart.

One of the challenges we found customers having was styling their outfits. On Free People's social platform, FP Me, customers share photos of how they style pieces and get inspiration from other girls.

We saw the iOS app as a great place to take FP Me to the next level, and explore a new way of shopping. Instead of only shopping the eComm experience of landing pages to product pages, she could also shop using FP Me. Offering her a new way to find the products and outfits that fit her style.

My contributions included:

  • Concept ideation

  • Conducted primary and secondary research

  • Wireframes

  • Prototyping

  • Customer validation research

What did I do?

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