Frederick's of Hollywood Redesign


After opening it's first store on Hollywood Boulevard  in 1946, Frederick's of Hollywood has innovated its way to becoming one of the most recognized brand names in the country. As Victoria's Secret's more provocative rival, Frederick's has reinvented itself tirelessly throughout the years. I was lucky enough to have the opportunity to be part of one of these refreshes, as Art Director for the web.

I was responsible for the user experience and design of the responsive site. The original site was outdated and cluttered, confusing the customer, impacting conversion, and increasing exit rates. By streamlining the user experience and designing a consistent visual language, conversion increased and shoppers moved through the site with ease. 



Header + Homepage

A sticky 'customer bar' was introduced, allowing shoppers to access their cart wherever they were on the site. A promotion slot was added, training shoppers to look for offers in the same spot. Removing offers from the imagery ensured greater integrity of photography, elevating the brand, whilst still supporting promotions. Increasing the prominence of social icons, adding blog excerpts and a Twitter feed, made Frederick's feel more like a lifestyle destination.


Grid + PDP

Suggesting the removal of landing pages resulted in one less step to purchase. This made a dramatic impact on conversion, whilst decreasing the workload. Analytics showed the vast majority of shoppers were sorting solely by price, so it made sense to only include this filter, reducing clutter. The addition of a 'quick shop' popup eliminated one click for the shopper. The PDP features big, beautiful images and cross-sellers, 'Wear It With' and 'You May Also Like', populate below. Retaining the side menu on the PDP, meant redundant 'breadcrumbs' could be removed.


Shopping Bag

Editing an item in the shopping bag prompts the 'quick shop' popup so the shopper remains on the current page. The right column functions as a customer service area, reassuring Frederick's commitment to the customer, help, reliability, credibility etc. 



Analytics showed exit rate and purchase abandonment increased if shoppers felt they must create an account. Therefore, guest checkout is placed prominently in the center (with an option to create an account later in the process). If a shopper is logged in, checkout fields will pre-populate with saved information. Shopping bag, along with customer service section, remain throughout the checkout process. This helps the shopper to feel they are still connected to their purchase, and to assistance, if needed. Checkout is a clear 3-step process, designed to flow the user vertically, the natural direction of scrolling. This gives the shopper a sense that they are not leaving the page, and can see/edit all their choices at any stage in the checkout process. 



From this page, shoppers can login to their current account, are encouraged to create an account, and have the option to track and order if they didn't wish to create an account. The account page mirrors the vertical flow of the checkout, and features accordion sections, to limit the amount of information shown at one time, aiding usability.