French Connection is a popular fashion clothing, accessories and homeware brand. Committed to a risky, tongue-in-cheek and playful communication approach at the heart of the brand personality, FC launched the infamous ‘MAN/WOMAN’ campaign and with that a full website redesign.
I was tasked with redesigning the 3 key templates of the FC website: homepage, product listings and details page along with an integrated editorial section to showcase the seasonal campaign lookbook collections.
Looking at data from Frenchconnection.com and the email campaigns, we observed two almost equally weighing trends: users converting from product shots vs converting from model shots and campaign images being slightly ahead. In response, the new homepage template offered both in clearly marked separate sections. We used this as an opportunity to AB test different types of product shots and categories. We also shot 20 second campaign videos for the hero products. These were inserted on top of the listing pages featuring the products side-by-side to the video to test conversion in comparison to the same videos featuring roll-over shopping option on our Youtique Channel on YouTube.
Role Lead UI Designer
For website redesign