The Challenge
Levi’s wanted to conduct quick, evaluative research to better understand Gen Z’s shopping behaviors, wants, needs, and current perception of Levi’s mobile site in order to make quick improvements to the page.
The goal was to answer questions like:
What appeals to this demographic on different levels of the site?
How is Gen Z getting inspired to shop?
What information are they looking for?
Thoughts, perceptions, and behaviors on the current home page, PLP, and fit guide experience, as well as a prototype of a Levi’s concept site.
This research would ultimately inform a quick design sprint to help improve the shopping experience and reduce friction to conversion with this audience.
“I get [inspired by] a lot of…fashion accounts that I … get on my tiktok feed…I usually end up liking a lot of…girls or women who actually post like different outfits or someone that's like my body type.”
“I was just looking up…on tiktok…where I could get some nice denim shorts and I saw someone…suggest this specific style of denim shorts [from Levi’s] and I liked it so I just went ahead and bought that.”
We were able to get rich, qualitative data from Levi’s customers to help inform this design sprint in less than a week.
Insights
For Gen Z, inspiration is occurring outside of Levi’s brand properties. Gen Z is getting inspired to shop on social media and most specifically on Tiktok, being led to the site for a specific product or style to purchase, and are not scrolling through other pages otherwise.
“[The homepage] kind of feels a little overwhelming, the amount of information I get here. It's hard to just pick my next click because there's always another area below to scroll down to—almost like social media where you just keep scrolling.”
“I've never scrolled…all the way down in all the time that I have shopped here. So I actually think they have a lot of really cool resources and like really great information…[but] I don't think I would scroll all the way down here to find it.”
This demographic said they wouldn't regularly scroll through the homepage. They most often know what they’re looking for and use the navigation or search bar to find what they want.
However, when shown some of the inspirational content, they were interested in seeing more, illustrating that the content was not meeting them where they were.
"There's actually a lot of plus size creators that post their outfits of the day. And it's all types of different outfits…and they'll post, like for seasonal stuff, and…going out."
Help Gen Z see themselves in the clothing.
While they have preferences for their preferred fit of jean, this demographic is interested in understanding how to choose a style and what would work best for them and their body type.
Our research sprint uncovered several opportunities and strategies to guide designers on how to connect with this audience.
How might we…
Better connect consumers to trending styles pieces from social media?
Create a personalized experience to help consumers feel confident in their size and style purchase?
Communicate value and elevate the brand expression to inspire purchase?
What we delivered:
Interviews
Detailed findings report
Actionable and prioritized design & strategy recommendations for the design sprint.