Levi's Denim
A user-centered shopping experience

CHALLENGE
Jean shopping is one of the most dreaded shopping activities.
Levi’s stores are crowded and overwhelming and the brand is no longer as strong as it once was. Industry-wide, shopping has become an increasingly digital activity and many established brands are closing stores, including Levi's.

SOLUTION
A store design and shopping app that work together to engage, inspire, and help you find the perfect jeans. The retail store includes places to work, linger and connect with the brand for a more streamlined, interactive, and hands-on shopping trip.

Applying UX practices to retail design ⇨ A new way to shop for jeans

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.

BEST PRACTICES
What makes someone visit a physical store and want to return? By researching retail theory and design I recognized six best practices important for successful, engaging retail spaces.

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

USER RESEARCH  OPPORTUNITIES
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.

CUSTOMIZE + PERSONALIZE

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.

RETAIL SPACE

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

CIRCULATION
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.

PRODUCTS
I simplified the in-store merchandise to just jeans, jean jackets, and t-shirts to emphasize the brand foundations. Vintage denim was added to highlight Levi's history. 

CUSTOMIZATION
After purchase, jeans can be customized by the denim tailor or at the work space if customers want to get hands-on with their denim.

Access the shopping app, without downloading, at the in-store screens.

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

SHOPPING APP

USE CASE: JEANS SEARCH  FITTING ROOM

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USE CASE: FIND VINTAGE JEANS  CHECK OUT

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

FEATURES

New and 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

View denim customization options

STORE DESIGN

APP DESIGN

An individual project completed at VCU Brandcenter.