Considering Brand in a Data-Driven Company

Considering “Brand” in a Data-Driven Company

Talia Fisher Director of Product & UX

Ben Gelinas Digital Creative Director

Old JackThreads Flash Retail

Data obsessed A/B test everything

Optimized Site by the minute Hourly/Daily Revenue Goals

Data > Insights > Design

Off With Their Heads

More is More

Gray UX

Old Design Current Design

Signups: 123% higher

Close Rates: 68% lower

The Introduction of “Brand”

Strategy change: Flash retail → Regular retail

The Change

New leadership

Differentiate ourselves from other brands

The Catalyst

Create a brand

Launch our own clothing line, emphasizing quality

and value

Update our digital properties to create a

best-in-class experience for our customers

Cut down the list of brands we’re carrying to augment

our own collection

The New JackThreads The style destination for men who want high-quality goods at affordable prices, that encourages them to

discover their own personal style.

The Digital Experience Should Be:

Trustworthy | Innovative | Clean | Considered | Effortless

May June July August September October

10/1 Brand launch announced

10/1 Brand launchNavigation Redesign

Homepage Redesign

Category/Department Page Redesign

Product Page Redesign & A/B Test

The Timeline

Global Navigation Redesign Objective: Improve usability and increase usage of navigation.

Considerations: • New logo, font, and brand color being launched on 10/1 • Homepage redesign and category/department page

redesign projects will immediately follow this one

Desktop

Tablet Mobile Web

Old Design

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Desktop

Tablet Mobile Web

New Design

Summary: Non-navigation changes would have resulted in a $30K net revenue loss for the month. Losses would have been much higher if not for the positive results of the navigation changes that counterbalanced them.

Looking at the Big Picture • Conversion Rate: Flat • Add to Cart Rate: Flat • Revenue Per Session: Slightly down

Colorgate Test

Conversion Rate: 4% higher

Per Session Value: 3% higher

Revenue Estimate for the Month: $50K increase

Homepage Redesign Objective: Make it a landing page that features less content, but in a more impactful way.

Considerations: • Will launch after the new navigation • Backend tech team has limited bandwidth, so come up

with something that requires little from them.

Old Design

Old Design

New Design

New Design

New Design

Early FindingsFeature Hero CTR: 87% higher

Category CTR: 5% lower

Conversion Rate: 8% lower

Revenue Per Session: 2% lower

Data > Insights > Brand Lens > Design