Selected work / SPANX

Make jeans easier to shop.

Audited how people shopped for jeans on the SPANX US and Canada storefronts and proposed a simpler way to find the right fit and wash.

Brand
SPANX
Scope
In-house ecommerce research and recommendations
Timing
2023

FY22 baseline

Denim mattered more than its size suggested.

Denim accounted for 13% of product revenue with 4% of the site assortment. Customer feedback, on-site behavior, and competing denim shops helped show where shoppers got stuck.

Navigation & filters

Call it jeans. Put size first.

“Jeans” matched the language shoppers used to search. Size was the most-used filter, so the proposal put it first. It also renamed “Type” to “Fit,” added wash names under Color, and dropped a Category filter that returned the same products either way.

Product pages

Keep the wash choice on one page.

Each wash had its own product page. The proposal put wash swatches on one page so shoppers could compare colors without leaving the style. Grouping the separate style numbers would take product and development work.

Proposed Flare Jeans product page with five wash swatches and inseam and size choices.
Proposed wash swatches kept color options together on one product page.
Two original SPANX collection mockups pairing a product grid with editorial tiles about denim fit and built-in shaping.
The collection concept put fit and shaping guidance beside the products.

Merchandising

Give shoppers two ways in.

Keep the main jeans collection for shoppers browsing by fit. Add a second page that explains the fabric, fit and built-in shaping with content placed directly in the product grid.

Rollout & measurement

Start with the changes the store team could make.

The plan put storefront edits first and grouped development work into a later phase, with separate rollouts for the US and Canada. It called for tracking navigation clicks, filter use, product-page views, add-to-cart rate, and conversion.