After opening it's first store on Hollywood Boulevard in 1946, Frederick's of Hollywood 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 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 The original site was outdated and cluttered, confusing the customer, impacting conversion, and increasing exit rates.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.