How might we create a seamless omni-channel customer experience for AEO and Aerie?
We began by finding an underlying user need spanning both online and in-store shopping. We examined fit & feel, returns, wardrobe, and socialization, among other focus areas.
Most notably, we found that users socialize to receive validation on clothing choices. We decided to help users feel more confident in their style choices by giving users a tool to inject their personality into their style.