Asos Style me feature

brand OVERVIEW

ASOS is a global online fashion and beauty retailer headquartered in London, United Kingdom. ASOS offers branded content through their own label of products, menswear, womenswear, footwear, accessories, and jewelry. Their target audience is young adults and their mission is to help young people break down barriers and achieve amazing things. 

research

According to ASOS’ 2021 annual report, ASOS has 850+ brands represented on their site and added 118 during the year. The customer base also increased by 13% from 2020 to 2021 with an active 26.4 million users.

Despite the growing customer base, mobile device visits – which a majority of shoppers primarily shop on – were down by 230bps. In 2020, mobile device visits were 85.5% and in 2021 it is 83.2%. Furthermore, the overall group conversion which accounts for percentage of visits that convert to an order increased only 10bps with conversion being 3.0% in 2020 and 3.1% in 2021. 

To create a larger gross profit margin and increase overall conversion, ASOS needs to implement new experiences that will allow for their new customer base to find clothing that they will love.

challenge

ASOS shoppers are having trouble finding pairings of clothing that match their existing style aesthetics. Current cross-sells methods are not driving shoppers to add more items to the bag and ultimately convert with their current selections. 

From Y2K to cottagecore, these are the style groupings Gen-Z are subscribing to. The younger generation is finding community by branding themselves in niches and micro-trends, and ultimately defining their style in a sea of commerce choices. This new wave of fashion is about finding your place in a saturated market, and brands have to follow behind the trends to stay relevant with the generation constantly making headlines.

 
 

design Goals

  • Find popular style aesthetics that ASOS’ target demographic are wearing today

  • Allow users to navigate through different garments while still having the capability to view the product description and favorite the item

  • Pull all types of products (tops, bottoms, accessories, etc.) to complete the outfit coordination

  • Create a seamless experience where shoppers can build outfits based on tailored recommendations

  • Increase brand revenue by exposing a multitude of products on the PDP alone

  • Create an experience that can become a strong competitor against defined platforms such as Stylitics, FindMine, and ViSenze.

 

Final Product

Tools: Figma

Duration: 1 week

My Role: Sole UX Designer

Contributions: research, prototype, mockups, and final design

Year: 2021

hypothesis

Create a feature on ASOS’ Product Detail Page that allows users to maneuver through buttons that show different style aesthetics or styling techniques based on shopping history and the current product displayed on the PDP. The implementation of this feature will increase RPV, shopper to brand alignment, and the amount of cross-sells on a page. The goal of this feature is to ultimately decrease cart abandonment.

 

competitive landscape

Stylitics is a digital outfitting and merchandising platform. Their goal is to upsell and cross-sell the right outfits to each customer for all products. Current groupings Stylitics offer are: Ways to Wear It, Shop the Model, Looks by Occasion, and Recommended For Me.

FindMine automates and scales content creation so that 95% of products give guidance on how to “complete the look.” FindMine allows brands to scale their business without having internal teams pick and choose products that correlate across their product catalog. Their goal is to strengthen brand POV while still keeping the bones of the platform. 

ViSenze is all about being smarter. Smart recommendations, smart search, and smart tagging. For their fashion retailers, they aim to match purchase intent with similar & complementary products that increase order size. 

 

Elements of this feature include bringing in cross-sells that are monochromatic in relation to the main product item (purple pant suit) to complete outfitting. Items include a purple long sleeve, a ribbed purple tee, a purple bucket hat, and the matching blazer that is a part of the set.

 

For shoppers who love to curate pastel outfits or mix-and-match, this option allows them to coordinate the perfect look.

 

Layering can be hard! To combat shoppers from leaving the PDP in search of the perfect items to match/layer, they can find a multitude of options in one place to complete the outfit of their dreams.

 

prototype

 

Learnings & Takeaways

  1. Always stay up to date on design trends and what competitors are doing to leverage more customers to their platform

  2. Creating a competitive analysis paired with a SWOT analysis will allow you to innovate at a higher capacity