Previous freelancers, agencies, and temporary designers made the design for the Calvin Klein website. This resulted in a poorly designed website with no cohesive style. What we wanted to accomplish was to start fresh and make truly customer-centric designs.
USER & AUDIENCE
The target users of Calvin Klein are young fashion-forward customers who are not afraid to express themselves. These customers have a strong preference for mobile-first, quick, direct engagement.
TEAM & ROLE
I was the only designer on the team with occasional support from an external freelancer.
I coordinated and led all facets of design including information architecture, user flows, interaction design, visuals, and prototyping. I also conducted user research using methods such as interviews, surveys, and internal focus groups to study both user behavior and attitudes.
Our main focus was on the Happy Path in our flow, which goes from the Homepage to Product Listing Page (PLP), then to Product Detail Page (PDP).
In the checkout, we only implemented purely cosmetic updates. This was due to a shared checkout experience with Tommy Hilfiger, so less focus was put on this aspect.
The overall redesign was well received within the company and by our customers. It increased communication within the company by becoming a northern star for every department.
Since the redesign required close coordination across multiple departments, personal growth wise, I learned to involve multiple stakeholders such as content team and developers as early on as possible to help refine and set expectations.