URBN asked us to create a series of digital experiences that drove engagement and bridged the gap between in-store, online and mobile customer experiences.

After an initial strategy and research phase, we had identified several white space moments and set out to design the experiences that would address these needs. And a narrative customer journey was created to share with senior leadership.

We understood that associates took new jobs, moved back to school and may struggle with learning too many new processes. We knew that shoppers looked for statement pieces at Anthropologie, hunting for something unique and that BHLDN was becoming a brand in its own right. All this was baked into our final product.

Pilot tests and focus groups were held in one of their Philadelphia locations to validate the work and determine if and when elements would make it into URBN’s multi-year omnichannel roadmap.

As part of that effort, we worked with technology partners to understand the current system state and ultimately moved forward with several mobile design efforts including and iPad app and registry.

Role: Experience Strategy & Design // Creative Direction // Copy