Re-Platform & Responsive Design Launch

Role: Senior Manager, Digital Products

As part of an URBN company-wide initiative, Anthropologie embarked on a nine month long re-platform project, aimed at transitioning to a micro-services architecture similar to that of Netflix and Facebook that would allow the brand's digital properties to scale more efficiently and faster in the future. In addition to these technical goals, the re-platform challenged my UI/UX team to implement a new digital style guide as well as to transition all page templates to responsive designs. Approximately 3 months post launch, the brand has seen tremendous success with the new digital platform.  A few key KPI's are highlighted below:

1. How Did We Do It? 

This project was a perfect example of the way that many, small incremental improvements can deliver a vastly improved customer experience. A number of these improvements are highlighted in the sections that follow. 

1. Responsive Site Grid

2. Streamlined, Mobile Optimized Product Page Design

Left Image: Old Product Page | Right Image: New Product Page

3. Streamlined, Mobile Optimized Checkout

Design Credits:
PDP Designed in partnership with Lauren Schoonover, Sr. UX Designer
Checkout Designed in partnership with Rachael Harr, UX Engineer and Chelsea Guerrera, UI Designer