Redesigning Mavi's shopping journey for a younger generation
Mavi wanted its online shopping journey to win over a younger generation and lift engagement and conversion. As the experience designer on a team of 5, I mapped user needs, ran competitive research and an experience audit, and pitched the design recommendations behind the redesign launched on Mavi's site. It beat its target, growing online revenue by 51%.
Impact
+51%
Online Revenue Growth
Beat the redesign's target
$120–130
Average Order Value
Up from ~$105–110 in 2024
2m 45s
Average Session
Down from ~3m 40s, faster paths to purchase
Higher basket size
Desktop users buy more multi-item bundles (e.g., matching tops + denim) compared to mobile impulse buys.
Faster paths to purchase
Lower time-on-site due to faster page load speeds, instant cart drawers, and reduced navigation friction.
Result
View the original design
View the original design
Empathize
Shoppers trust Mavi's denim, fit, and expertise, and expect the website to feel just as premium: easier discovery, more relevant recommendations, and a smoother path to checkout.
They want to shop with confidence, not search endlessly, but can feel overwhelmed by choice, unsure about fit, or frustrated when online and in-store don't connect.
