AMOUR VERT

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About the company

Amour Vert is a sustainable brand of Women’s apparel and accessories. The direct-to-consumer brand has an omni-channel strategy, leveraging inventory from across seven physical stores in the United States and a distribution center, all available to purchase via their e-commerce store which is their biggest channel.

About my role

I am currently Head of E-Commerce, managing a small cross-functional team.

My responsibilities primarily focus on achieving growth and revenue goals, improving conversion rate via data-driven approaches to design, and collaborating with Marketing and Art Direction to conceptualize and execute campaigns and product launches.

I am very hands-on, and do all of the research, testing, wireframes and product design of every new feature on the e-commerce site, including:

  • Redesign of the Product Detail Page

  • Redesign of the Cart

  • Design of modular CMS-like system for marketing to deploy landing pages and other content pages

  • Improvements on the Homepage, Navigation and Category Listing Pages

Selected Work

Live Site - video of PDP & Checkout Flow

From Product Detail Page to order confirmation in less than 30 seconds.

Mobile-first redesign of the Product Detail Page

The redesign of the Product Detail Page increased conversions by 22 basis points within 2 months of its release.

amourvert_pdp_before.jpg
amourvert_pdp_after.jpg
New Product Detail Page with sticky ‘add to cart’ button at bottom, and drawer UI to display color and size options.  For the product detail page, I did all the research, wireframes and high-fidelity mockups for every state, on both Desktop and Mobile (responsive), including working with Development to plan and execute tests on the placement and layout of certain elements.

New Product Detail Page with sticky ‘add to cart’ button at bottom, and drawer UI to display color and size options.

For the product detail page, I did all the research, wireframes and high-fidelity mockups for every state, on both Desktop and Mobile (responsive), including working with Development to plan and execute tests on the placement and layout of certain elements.

New Product Detail Page - Desktop

New Product Detail Page - Desktop

Mobile-first redesign of the Cart

The cart redesign increased conversion rate by 28 basis points within two months of its release.

amourvert_cart_before.jpg
amourvert_pdp_after.jpg
Live version of the mobile cart, v2. In the second version, I added the Subtotal to be sticky above the checkout button, as well as clear indication of which tees we plant a tree for. The button also included padding to accomodate the new iOS UI after the iPhone X removed the Home button. This version was A/B tested with the prior version before rolling out live. Additionally, the button font was updated throughout.

Live version of the mobile cart, v2. In the second version, I added the Subtotal to be sticky above the checkout button, as well as clear indication of which tees we plant a tree for. The button also included padding to accomodate the new iOS UI after the iPhone X removed the Home button. This version was A/B tested with the prior version before rolling out live. Additionally, the button font was updated throughout.

Annotated mobile comps of cart, including different states.

Annotated mobile comps of cart, including different states.

Cart - Desktop, v1

Cart - Desktop, v1

Annotated mobile comps of cart for Desktop.

Annotated mobile comps of cart for Desktop.

Packaging Analysis and Redesign

Photo of the new box sizes and mailing bag / expandable envelope.

Photo of the new box sizes and mailing bag / expandable envelope.

Spearheaded packaging redesign in 2018, introducing new mailer format and optimizing box sizes for shipping and packaging cost, introducing more sustainable options, better quality and significant cost savings. Unit savings ranged between $0.50 - $2.00 per unit for packaging, and $0.48 - $2.28 per unit for shipping costs.