coexist

Opportunity

Like most leading retailers – American Eagle (AE) employs a top-notch internal team of marketing and design experts. And like most retailers, these internal creative teams often get slammed with internal brand projects related to the next big product push. These focused teams need to account for a growing collection of branded channels (online and offline) to showcase their products which often leaves little time to really dive into the nuances of “usability” as it relates to constantly evolving the online experience.

On the heals of a robust AE Customer Experience Research Project - Coexist was asked to partner with the current AE design team to provide a fresh perspective focused on translating findings from this new research online. The overall goal for Coexist was to simplify the current global and specific shop level navigation at AE.com.

Execution

Coexist immersed themselves in the AE brand while jumping in with the in-house team of designers and customer experience architects to dissect the current user experience online. Based on laser-focused feedback from current AE shoppers – Coexist put together a myriad of conceptual directions and iterations regarding a new site navigation plan. These concepts were continually tested, tweaked and evolved until AE had exactly what they wanted.

Results

The core of the current AE.com site navigation has evolved from the fresh perspective from the Coexist team combined with brand expertise and experience from the AE in-house team. Increases in online sales have risen in direct correlation to the integration of the new, intuitive navigation and overall site layout.