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Michael Kors E-Commerce

Goals & Challenges 

Michael Kors’ e-commerce site for apparel, footwear, and accessories had fallen behind competitors in implementing new features and technologies due to a fractured team approach and ineffective and outdated internal processes.

solutions & outcomes

In order to facilitate better collaboration between our agency and Michael Kors’ teams, we created a team consisting of members from the client and agency sides and worked side by side at the client’s office. Throughout the product design and build process, we partnered with the company’s branding, marketing, and research team, which guided us to better align on the brand and user goals, connect market and UX researches, and adopt feedback and new ideas faster.

Team

Michael Kors + Sapient Razorfish 

our contribution
  • Cross-disciplinary and departmental collaboration process

  • Modifying Agile methods to better fit the design thinking process

  • Creative direction and design system

  • Implementing new features and technology and improving overall user experience

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Integrating Content Marketing

We utilized MK’s rich content assets to create look book pages (Kors Style and Michael's World) with buyable items. We integrated Michael Kors’ content marketing strategy into product listing pages. While users browse products, they can also learn about the latest trends and models, and get behind the scene stories.

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Working with Agile Methods

Even though Agile methods were preferred by our developers, designers had a hard time working with the process because it was difficult to maintain continuity when small features were developed without foreseeing full user flows or journeys. In order to help designers, we had to modify the process. First, we developed feature stories with Agile methods. Then designers grouped the features that made sense in a full course of user experience, knowing that some features would be developed in separate phases depending on the development schedules and priority order. As a result, designers were able to plan ahead for all the related features and were able to work with the design system.

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Redefining Search experience

While we were creating a robust and intuitive search experience with predictive and suggested search keywords, we envisioned the search experience becoming another way of enabling users to customize what they want to see and shop. We used the product listing grid to instantly populate the search results while users type their queries. In this way, users created a product listing page that reflected their own criteria, which wasn’t pre-categorized by the brand. For example, if users searched, “black and white”, the result page presented all the products in black and white. We built this feature in early 2017, and the method subsequently became popular among other e-commerce sites.

Design System

In order to help designers and developers in various countries communicate and conserve the design system, we defined a set of easy-to-follow formulas and rules while creating new templates and maintaining or modifying the existing design elements. The full system guide includes a grid system, design foundation, components, modules, patterns, and guidelines.

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