Francesca's

When Francesca's came to us, their brand was stale. Their 11-15 yr old female customers had grown more sophisticated than when the company was first founded in 2006. They now preferred hipper brands like Nasty Gal and Nylon. At the same time, our creative brief stated the rebrand shouldn't alienate the parents of these young women. We came up with a few solutions which tested very well with both young women and their parents.

We came up with the idea of creating an "editorial" browsing experience. Like flipping through a magazine, but online.

Since these young women were coming into their own and figuring out their sense of style, we wanted to hold their hand a bit and suggest item pairings that worked well together. This proved to be one of the more popular features during user testing.

In addition to look and feel updates, we also made a concerted effort to optimize their checkout experience. We designed several checkout flows and did user testing to find which design worked best. The client then planned to do A/B testing internally in the future once they had sufficient data from the new design.

  • Role: Visual Design, Art Direction
  • Client: Francesca's
  • Agency: Phenomenon
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