Featured Offers

Opportunity

Knowing you have the best deal when shopping can be a challenge. We learned that customers often would express concerns to that very point. So we went about figuring out how to make awareness of the various promotions American Eagle has going on more centralized.

What we learned - Customers don’t always enter via your home page, they don’t often read, and they will abandon if they feel their missing out on a deal.

My Role - Research, design, and leadership to understand, create, test, and deliver a centralized offers area on AE.com

Research & Understand

Via past customer research on other projects, we often heard customers express frustration with not knowing if they saw all the promotions on our site. Less than half of the total site traffic arrives via the home page and of those, few will scroll the entire page to read the various offers.

In the competitive landscape we often saw “hubs” at checkout which presented the various codes which could be applied to an order, but we knew that customers were struggling before bag to understand promotions.

Concepts & Prototype Testing

My team and I worked to create prototypes to see if we could capture attention earlier in the shopping funnel.

Leading some user research on the prototypes above we learned a bit about our idea… It needed to be more discoverable

Design and Delivery

Taking the learnings and sharing the insights with the team. We aligned on a version which better elevated the offers message as well as serving as a means of navigation for the offers.

The “Today’s Offers” tray lives on all pages of the site and can help customers from any entry point get the full breadth of site offers and navigate to those offers.

Outcome

Testing Hypothesis: Giving customers easy access to all site offers from anywhere on the site will provide confidence in offer availability, but the ability to quickly shop and convert.

Outcome - Elevated average order value, units per transaction and overall revenue as well as noted improvements in customer satisfaction and ease of understanding available promotions on site.