Faster, easier and smarter e-commerce for Victoria's Secret

Our redesign of the Victoria’s Secret e-commerce pathway was a huge endeavor. The primary challenge: how to improve one of the most successful e-commerce franchises already in existence. Working alongside the Victoria’s Secret team, we focused on enhancing every aspect of the customer experience and transactional flow; creating a faster, easier and smarter e-commerce checkout process.

The e-commerce pathway needed to account for an immense range of user scenarios and options. In order to capture all the different possibilities, our scope of work encompassed over a hundred different page templates and variations. Underpinning the redesign, we looked at ways to simplify and reduce the number of steps needed to complete the checkout process.

We started by rethinking the checkout pages so the item, billing and order information was contained on one screen, enabling a faster process. The new interface was also smarter and more responsive—if the customer had already completed fields of information, they were directed to the next step in the process but could always go back to edit any prior information. Once the information design was completed, we worked on creating a new interface that supported these features with a cleaner layout and better organization of the information to ease the checkout process.

From all accounts so far, the redesign of the e-commerce pathway appears to be a big success. We really enjoyed working on the project and hope that Victoria’s Secret customers are as pleased with the redesign as they are with the brand. 

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Services Provided

Project Management
Interaction Design
Interface Design