Lane Bryant: the flagship
As one of the five brands under the Ascena holding company, Lane Bryant was selected as one of four brands for which Sapient was tasked with redesigning the e-commerce experience. Leading a skilled team of UX and design professionals in the Boston office, I oversaw the development of these new designs, with a particular emphasis on Lane Bryant, the flagship brand. During this period, Lane Bryant was also undergoing a rebranding initiative with a New York City agency. We worked collaboratively to position Lane Bryant as a cutting-edge, forward-thinking, and technology-savvy fashion brand, with a special focus on the plus-size market.
Make shopping easy
A house of brands
In collaboration with three other teams working on related products, we meticulously refined the shopping experience to make it both enjoyable and tailored. This included optimizing sticky and filtering navigation, integrating videos, and enhancing cross-selling promotions.
Personalized Intimates
Lane Bryant's intimates line, Cacique, serves a diverse range of women with varying body types and bra sizes, from 32 AA to 42 H. Addressing the complexities of this extensive size range presented significant challenges. Through rigorous workshops and collaborative meetings, we refined the design to enhance the user experience, ensuring that customers can effortlessly locate their size, add items to their cart, and enjoy a streamlined and seamless shopping experience. (and above the legendary fold.)