STUDY CASE

Understanding Anthropologie's Purchase Journey

Industry

Fashion and Home Decor

Client

Anthropologie

Year

2024

Role

UX Designer

Overview

The Anthropologie project focused on analyzing and improving the brand’s digital experience, ensuring a seamless and engaging journey for users. Through competitive analysis, usability heuristics, and user research, we identified key opportunities to enhance navigation, product discovery, and overall shopping experience.

The Anthropologie project focused on analyzing and improving the brand’s digital experience, ensuring a seamless and engaging journey for users. Through competitive analysis, usability heuristics, and user research, we identified key opportunities to enhance navigation, product discovery, and overall shopping experience.

Project Steps

1

Project Plan

We created the scope, goals, timeline, tasks, roles, and deliverables of a project.

We created the scope, goals, timeline, tasks, roles, and deliverables of a project.

2

Screener Survey

Carefully selected interviewees who aligned with the brand’s target audience.

Carefully selected interviewees who aligned with the brand’s target audience.

3

Interviews

Two interview sessions. User's ideal flow and questions asked to understand their behaviors.

Two interview sessions. User's ideal flow and questions asked to understand their behaviors.

4

Analysis & Report

We created persona and journey map to outline the pain points and emotional insights.

We created persona and journey map to outline the pain points and emotional insights.

Persona besed on the irterviews

Findings

We identified common frustrations, including difficulties navigating the website, unclear product categorization, and a lack of personalized recommendations. These insights allowed us to highlight usability issues and areas for improvement, guiding our recommendations to enhance the overall user experience.

Lack of back buttons

Missing confirmation messages

Overlapping labels causing confusion

Conclusion &
Recommadations

Prioritize product information, labeling and categorization of products, and visibility and clarity of returning policies. It will benefit both users and the business, increasing sales, decreasing returns and customer complaints, and enhancing overall customer satisfaction.

Purchase Path Opportunities

• Detailed product information such as sizing, materials and return process

• Include real user's photos option in the review sections

• Ensure transparency in the final price

• Provide a complete confirmation email and reliable tracking for shipping

Other projects

Product Design

Study Case • Shoppers Drug Mart

Creating a Voice User Interface Experience

Product Design

Study Case • Shoppers Drug Mart

Creating a Voice User Interface Experience

Main Project Image

UX/UI Design

Study Case • Mirvish

Mirvish's Website Information Architecture

Main Project Image

UX/UI Design

Study Case • Mirvish

Mirvish's Website Information Architecture

Product Design

Study Case • AR.ange

The Art of Placement: Smarter Walls with AR.ange

Product Design

Study Case • AR.ange

The Art of Placement: Smarter Walls with AR.ange

Product Design

Study Case • Shoppers Drug Mart

Creating a Voice User Interface Experience

Main Project Image

UX/UI Design

Study Case • Mirvish

Mirvish's Website Information Architecture

Let's connect!

Contact Now

2025 // Designed by Rafael Rodrigues

Create a free website with Framer, the website builder loved by startups, designers and agencies.