AEO & Me
My 12 years at AEO have lead me down many paths. Starting in user experience roles, I helped move our teams into an Agile world, launch a highly ranked iOS app (now over 50% of our digital revenue), launch countless efforts across browse and checkout, as well as lead anywhere from 1 to 6 reports. I love working with partners to understand customer needs and find how our business can achieve success while also solving customer pains.
While all of my work cannot be easily showcased, below is a sampling of efforts across my time at AEO
You can read a few more detailed projects; or a few quick callouts below!
Research Showcase - Undie Bundle / Quick Add
Opportunity -
Budgeting and understanding state of promotion is tricky online, especially when the promotions require larger numbers of products purchased to qualify. Aerie’s undies are sold in bundles to achieve a deal ranging from 5-7 pairs. While we have a successful budling tool today, we wanted to know if we could do better and/or open this feature to more product categories. Thus we designed a quick add function to attempt to replace the budling feature and A/B tested it along side qualitative user testing.
Outcome -
Quick add functions can work for bundles, but only if state of promotion is very clear in shopping journey
Our customer testing showed promise in the feature, however the discovery and understanding of the promotion to the product bundle was lost in the version and therefore we noticed a dip in overall conversion metrics on undie bundles. This however is not a failure of the quick add function, but an indication that budgeting and product browsing is more complex than “get it in your bag faster”, so we are continuing to explore how best to communicate promotion as well as allow quick adding functions to more product.
Project Showcase - Buy online & Pickup in Store (BOPIS)
Opportunity -
Customers shop both in store and online. How can we better cater to customers who “pre-shop” online and want to purchase in store (to ensure the product is right)
Outcome -
BOPIS feeds online transaction funnel to store
Traffic purchasing online and going into store to pickup not only gave customers the benefit of free shipping to a safe location, but also saw attached sales on around 40% of those pickup visits!
Strategy - UX / Product process
Goal -
It’s not always clear to product, development, and business partners how best to engage with our UX team at AEO, I set out to better define how projects involve my team, and how that process works end to end.
Outcome -
Teams have a better understanding of what our group can offer to teams, we are engaged early, often and the work we support adds measurable value across the workstreams.
Project Showcase - Personalization
Goal -
Iterate and drive personalize customer experiences
AEO has varied customers across our channels, some we know better than others. The challenge at hand is “how do we best present the right offers to customers who would most benefit from them”
Outcome -
Personalization at AEO growing and focus on driving incremental value
Work with teams to ensure that customer experience is leveraged in planning tactics
Manage cross functional delivery team
Planned OKRs and strategy for personalization roadmap and delivery
Incremental growth to business across multiple brands
Some features include, add to bag recommendations, 1:1 product recommendations, notification of purchase status
