Putting people first
What could be simpler than buying a shirt? But with dozens of options to customise and personalise the shirt - from custom sleeve lengths, to monograms and cuffs - we found customers were easily confused.
So we began by immersing ourselves in the product range. We worked with stakeholders to come up with a ‘model’ that helped make sense of the range of shirts and the options on offer. This was the seed from which the new website grew.
The next step was to find out how customers made sense of the product.
We visited Charles Tyrwhitt’s stores and watched customers as they browsed, spoke to sales staff, and made their choices. We uncovered the differences between a quick replenishment shop, and a careful customisation. This helped us plot the ideal paths through customisation.
We saw how small details, like the way customers used the clothes hooks in changing rooms (with hooks for yes, no, maybe?) could be used to help manage wish lists and shopping baskets online.
And we moved from sketches to polished designs, refining, simplifying, and improving as we tested each iteration with customers.