Enzo Custom
Jay Gatsby. Bruce Wayne. Diane Keaton. James Bond. All defined by impeccable suiting.
They probably didn’t buy their’s online though.
A suitable ecommerce solution
I was approached by a custom suiting company that needed to take their thriving brick and mortar business digital. The project required a keen understanding of mobile/desktop UX, a love for eCommerce solutions both the backend infrastructure, and the digital merchandising, and a lot of research to fully understand how to pivot an in-person tailoring experience online.
Key Pieces I did:
UI / UX
eCommerce website
Project management
Visit the website HERE
Sell Suits Suitable for Suit-Loving Suitors
The website had two KPIs. First, reinforce the in-person experience by driving appointments. Second, introduce online ordering. The first goal was simple - creatively tell the story of a typical visit to an Enzo Custom showroom, and make booking an appointment easy and seamless. The second took far more thought. This eCommerce site was not a simple catalog of predesigned suits with pre-determined sizes. Custom suits come with literally hundreds of options. Fabrics, buttons, lapels, vents, pockets, cuffs, and on and on. We had to develop a suit customization tool that presented all the available options without overwhelming the user.
Too Many Options
I began, as any good eCommerce solution should, by organizing the catalog of products. Finding the common denominators in all the products so I could determine the best way to organize an endless list of options to make it easy for a user to find what they wanted. I started where all suits start, with the fabric. At the top level, suits could be filtered and searched by fabric color/pattern, manufacturer or brand, composition, or season.
Building a Suit is like playing with legos…
Once I organized the catalog and settled on the best perceived option for organizing the catalog, I needed to create a user flow for building a suit. The he difficulty was that there are nearly endless options for designing a suit. From the lapel to the shoulders, the vents to the buttons, the lining to the pockets, every detail of a suit can be customized and therefor needed to be available for a user of enzocustom.com. The AHA moment came while helping my nephew build a lego set. The steps were seamless and easy to understand. So, I built the tool to mimic the steps in a lego directions booklet.