Levi's Denim

A user-friendly, connected shopping experience. A store design and shopping app that work together to inspire and help users find the perfect jeans or create them. 

UX, UI Design, Retail Design, User Research
The Process

Opportunity

The Levi's brand has always been driven by innovation, from creating the first jeans to a connected jacket. How can this innovation be extended to the retail space? I set out to design an integrated shopping system that improves the way we shop for jeans.

Solution

Levi's Denim Lab: A store and shopping app that work together for a more streamlined and personalized shopping trip. Helping people find the perfect jeans, their way.

Every shopper is different but most stores treat them all the same. By identifying people's frustrations and goals while shopping I was able to design a more individualized and interactive shopping experience.

The shopping app works in partnership with the store to help customers find the perfect jeans, explore styles, get input from friends and complete their purchases as efficiently as possible.

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Enter your measurements to get recommendations for vintage jeans available in-store, ask questions and check-out through the app. Then see how you can customize your purchase.

Create the perfect jeans. Custom, new or vintage jean recommendations.

Mobile fitting room: ask a friend's opinion, send items to cart or save for later and buy online

Search by style, see looks aggregated from Instagram and get style advice

Retail Space

The store is designed with interconnected zones for customers to work, linger and connect with the brand.

Access the shopping platform at the in-store screens. After purchase, jeans can be customized by the denim tailor or at the workspace.

Jeans are organized first by size, horizontally, then by fit and wash, vertically.

User Interviews

User Profiles

To build an understanding of users' needs I identified three types of shoppers, their pain points, and goals.

Turning frustrations into opportunities and store features.

Search + Sort

People want the ease of comparing online replicated in store. The app and in-store screens make it simple to find jeans and compare between them.

Engage + Explore

In-store experiences give customers a way to connect with the brand they can't get online. The workstation and seating area invite participation and allow people to shop at their own pace.

Recognizing users' unique goals builds trust and loyalty. Customers can tailor this retail experience to their needs with the in-store customization and individual jean recommendations.

Test + Purchase

Wasting time and long lines are two of the biggest complaints from customers. The mobile fitting room and check out give users a streamlined purchasing process.

Design

The opportunity categories became programmatic zones in the store design that determined where different features would go.

The store is designed with different shopping behaviors in mind: clearly organized displays and screens for the shopper on a mission, places to hang out, work, and shop at your own pace for the browser, and ways to actively connect with the brand for the loyal customer.

An individual project completed at VCU Brandcenter.