Charles Tyrwhitt are a leading British clothing retailer specialising in dress shirts, business wear and casual wear. They required an update to their ecommerce site.
I was hired by London agency Redbox to lead the site-wide redesign, working closely with their in-house team, and focused conversion rate optimisation and generally improving the shopping experience.
I oversaw the redesign of the landing, listings and product pages, as well as numerous innovations throughout to facilitate bulk buying and cross selling opportunities.
The new site saw overall sales increase by 12%.
I gathered some inspiration from adjacent brands in the menswear space to get a feel for how the new Charles Tyrwhitt could look.
In the initial stages of the design process we went through many rounds of high fidelity wireframes in client meetings to help brainstorm and eliminate ideas.
Charles Tyrwhitt operates a unique ‘Multibuy’ business model, allowing customers to unlock discount prices after choosing a certain quantity of product. The quantities and discounts varied significantly and so our challenge was to continually inform the user of how close they were to achieving Multibuy. Our solution was to gamify the process and implement a consistent visual reminder. Below are the earlier visual treatments of these ideas.
The final Multibuy solution involved a visual tracker that persisted across the customer journey, from listing, to product, to shopping bag. Below are some examples of the Multibuy tracker in situ.
Charles Tyrwhitt’s best selling product are business shirts, but they were keen to remind customers about the rest of their extensive range. The challenge was to do so in a way that was subtle enough not to interrupt the normal shopping flow.
Our eventual solution was an interactive module to be used in the listings and product detail page. The panel would slide across on rollover to allow browsing without interrupting the user’s flow.
Charles Tyrwhitt’s Multibuy system necessitated many different versions of the product listing tile in different states. We needed to explain the multi-tiered prices and colour options, and strike a balance between clarity, information and visual simplicity.
The final design for the product tiles in three states.
Many of Charles Tyrwhitt’s product offer an extensive degree of variation for correct fit and customisation. In order to reduce the cognitive load I designed a selection interface that loads progressively.
A tool on the shirt detail page that enables a customer to browse and add accessories.
The suits and trousers ranges are very broad and can be quite daunting, relying on extensive filtering to find the right product. In order to make this process a little easier and enjoyable I designed an optional one-two-three click tool for use on the listings page.
