BombayShirts.com

E-Commerce Site Optimization

Optimized user journey for US customers, contributing to +40% repeat customer growth year-over-year.

You can learn more about Bombay Shirt Company at www.bombayshirts.com.

Project Overview:

Optimize the website experience to suit the needs of the North American customer persona.

Role & Responsibilities:
CX Researcher & Business Development Associate.

Conducted user research in-person through direct interactions with customers, and online with A/B testing on email.

Deliverables:
Squarespace prototype evolved from lo-fi sketches of solutions validated by user research.

Tools:
Photoshop, Mailchimp, Google Analytics, Squarespace

Timeline & Scope:
1 Week. While the website is a living and breathing project that continues to evolve, I created the Squarespace prototype of the US site after two years in my role using assets from the existing site.

The Process in a nutshell:

When I joined the team, our existing website designed by our head office in India did an excellent job of outlining our custom shirt process and catered to a global audience.

In our effort to tailor the experience for our clientele, we relied on:

  • As store manager, I had the opportunity to work with customers directly in person, over the phone, and online via email. I actively collected customer feedback and shared findings with the team to help inform our strategy.

    We were able to loosely define user personas for different types of customers in North America that would access the site.

  • One key element we wanted to highlight on our website is how we stood apart from our direct competition in the custom shirt space.

  • Our head office in India determined that the majority of our customers in the US primarily accessed our site on desktop. Over time this changed, but while I was an employee we optimized the site for desktop.

  • One of my responsibilities included social media and email marketing. Using Photoshop and MailChimp, I created multiple versions of emails and social media posts with custom visuals consistent with our brand guidelines.

    I conducted A/B tests with different images and text layouts and studied our analytics to inform best practices based on user engagement.

The Finished Product:

The annotated desktop screens below illustrate the execution of some of the choices the Bombay Shirt Company team made and now exist live on the US version of the website (as of Spring 2023).

  • 01. Landing Page Hero Section

    As the first impression for new and old customers, the key task of the landing page is to communicate what Bombay Shirt Company does. We also incorporated two call-to-action (CTA) buttons for two key user flows: buying shirts and making appointments.

  • 02. Affiliations

    We were able to concisely and effectively communicate our reputation as a brand by sharing our affiliation with featured media outlets, establishing immediate relevancy as a fashion retailer.

  • 03. Starting Points

    We wanted to equip shoppers with different starting points on-site depending on their needs. We identified four unique ways to separate ourselves from our competition.

  • 04. Highlighted Seasonal Collection

    Highlighting seasonality of shirt styles and options further demonstrated our experience and expertise as a company that keeps up with trend and wants to offer relevant products to keep our customers stylish.

  • 05. New Arrivals Carousel

    Particularly for our regulars, we wanted to highlight some new key shirt fabric offerings. The carousel function allowed for more effective merchandising than a singular banner image.

  • 06. Appointment Bookings, Testimonials Carousel & Google Reviews Connection

    Another key design choice echoed in the main navigation bar is the option to make an in-store or virtual appointment.

    While our online process mirrors the in-store process, we wanted to ensure our customers could also enjoy a more personalized experience where a stylist addressed all their concerns by guiding them through the process.

    Right below this we further strengthened our reputation as a personalized service with our Google review rating and some positive testimonials from clients.

  • 07. Services & Competitive Advantage

    We dedicated this space to elaborate on our custom shirt process and what sets us apart from our competition.

    We highlighted customization options such as fabric selection, collars, cuffs, personalized measurement profile, and more.

    This section resonates with the brand as it echoes the “everything being in the details” thought process.

Mobile Experience:

To keep the experience consistent across devices, the team opted for a responsive website design.

The mobile version of the website followed the same visual layout with a few key differences:

  • The condensed navigation bar on top

  • Call to action (CTA) buttons shifted to a dedicated section below the hero image to minimize visual contrast and clutter

  • Addition of a sticky bottom navigation bar for an enhanced touchscreen experience accounting for user dexterity and thumb movement.

Thank you for reading this case study.

I would love to hear your thoughts, questions, and feedback.

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