The Challenge

The existing product pages treated suiting the same way as any other category. Customers hunting for a complete outfit had to manually piece together coordinating items across multiple product pages. Those seeking just a blazer were overwhelmed with irrelevant suggestions.

The fabric information was buried in technical specifications—dense copy that required effort to parse. For premium suiting where fabric quality justified the price point, customers couldn't confidently assess materials before purchase. This led to higher return rates and abandoned carts, particularly on higher-priced items.

We needed data to understand the actual behaviours: Were customers shopping for complete looks or individual pieces? What information did they need to complete a purchase confidently?

The Solution

We analyzed shopping patterns and identified specific "jobs to be done" for suiting customers. The data revealed distinct journey types that required different pathways through the experience.

For complete outfit shoppers, we created intuitive flows that surfaced coordinating pieces at the right moment—transforming single-item browsers into multi-piece purchasers. For statement piece shoppers, we streamlined the path to purchase without forcing outfit recommendations.

The fabric experience received a complete redesign. Enhanced swatches, concise descriptions, and contextual visualization through video and imagery transformed technical specifications into meaningful decision-making tools. We balanced visual consistency with informative content, allowing customers to confidently assess and compare fabrics across products.

The Experience

Customers shopping suiting now encounter an experience tailored to their intent. Those building complete looks receive relevant suggestions for coordinating pieces at natural decision points. Those focused on a single item get the information they need without distraction.

Fabric information is elevated and accessible—no longer buried in specifications. Customers can understand material quality and feel at a glance, building purchase confidence before adding items to cart.

Services: E-Commerce Design, Data Informed Design, UX/UI Design
Client: Aritzia