Chico's

content development, Creative Direction, Ecomm Platform Design, Front End Development, UX Strategy

We inspired women to build a wardrobe they love
with a strategic digital makeover.

Chico’s FAS is a leading women’s retailer with over 1,550 boutiques for Chico’s, White House Black Market, and Soma. As digital AOR for Chico’s, we helped to completely reimagine the three brands’ websites, taking into account the various content needs, and developing them to work on one platform.

  • Brand

    01.

    Planning strategically.

    We began with a category audit, working closely with their marketing and merchandising teams to understand the content and product strategy for each brand. Then we undertook a taxonomy and wireframe exercise, creating flexible templates around their product and content needs. We created a clear strategy for how to mix commerce, brand and social photography across the site templates. By using images more efficiently, we cut costs and reduced the need for additional photo shoots.

    We also ran user testing to see what kinds of features would help create a more intuitive shopping experience for customers. We then analyzed and categorized the most common feedback themes so that we could address them in the new site.

  • Social

    01.

    Planning strategically.

    We began with a category audit, working closely with their marketing and merchandising teams to understand the content and product strategy for each brand. Then we undertook a taxonomy and wireframe exercise, creating flexible templates around their product and content needs. We created a clear strategy for how to mix commerce, brand and social photography across the site templates. By using images more efficiently, we cut costs and reduced the need for additional photo shoots.

    We also ran user testing to see what kinds of features would help create a more intuitive shopping experience for customers. We then analyzed and categorized the most common feedback themes so that we could address them in the new site.

  • Commerce

    01.

    Planning strategically.

    We began with a category audit, working closely with their marketing and merchandising teams to understand the content and product strategy for each brand. Then we undertook a taxonomy and wireframe exercise, creating flexible templates around their product and content needs. We created a clear strategy for how to mix commerce, brand and social photography across the site templates. By using images more efficiently, we cut costs and reduced the need for additional photo shoots.

    We also ran user testing to see what kinds of features would help create a more intuitive shopping experience for customers. We then analyzed and categorized the most common feedback themes so that we could address them in the new site.

  • 02.

    Creating the platform.

    We built a unified e-commerce platform for Chico’s three brands, prototyping every step of the way to test the new layouts with real users. We looked to the user insights to decide how we should enhance the shopping experience. Customers wanted to see suggested items, more intuitive navigation, and enhanced search functions with multiple selection filters to help them see exactly what they were looking for.

    By using a single platform for all of the brands, we simplified updates on the backend, while still offering customization for a unique look and feel. With easy-to-use responsive templates, content can be refreshed regularly and efficiently for all screen sizes. What does that mean? Less behind-the-scenes stress, and more time focused on the customer and what she wants.

  • 03.

    Making the new look and feel.

    From warming up the imagery and copy to adding new interactive site features, we worked to bring the inviting experience of shopping in a Chico’s boutique online. Whether engaging with interactive lookbooks, or shopping straight from the blog, every step of the customer journey was focused on hitting the perfect balance of editorial and e-commerce.

  • We created a responsive, modular homepage template that worked across all three brands.

  • Custom landing pages were built to merchandise the brands’ varying product lines.

  • Our global filter solution worked seamlessly across the brands.

  • We developed InsideChic, a Chico’s specific lifestyle blog, to extend seasonal initiatives.