Context
The company wanted to transform its digital shopping journey to engage a younger generation of customers and increase engagement and conversion. As the experience designer on a cross-functional team of 5, I defined user needs and day-to-day behaviors, conducted competitive research and a comprehensive experience audit, and pitched strategic design recommendations that shaped the final experience launched on Mavi's website. The redesigned experience exceeded its target, resulting in +51% growth in online revenue.
Role
Experience Designer
Team
Product Manager
Design Engineer
Founder
Timeline
2024–2026
Company
Mavi / G & Co. Global
Empathize
Users value Mavi's denim quality, fit, and long-standing expertise, but expect the digital experience to feel as premium and dependable as the products. They want easier product discovery, more relevant recommendations, and a smoother path from browsing to purchasing.
Online shoppers want to feel confident and comfortable without spending excessive time searching. They may feel overwhelmed by too many choices, uncertain about fit, or frustrated when online and in-store experiences are disconnected.
What shoppers prioritize
Define
Users struggle with finding the right products and confidently selecting the correct fit. The experience can feel generic rather than personalized, while disconnected online and in-store journeys create friction around inventory, saved items, and purchasing.
Mavi can improve the experience through fit guidance, more intuitive navigation and filtering, personalized recommendations, synchronized wishlists and inventory, and a simpler checkout. Making Kartuş benefits more visible and connecting sustainability stories directly to products could also strengthen trust, loyalty, and conversion.
Ideate
01
Interactive Fit & Size Guides
Desktop views introduced sticky, side-by-side fit guide tools to help buyers choose rise, leg opening, and stretch percentage — addressing the #1 reason for apparel returns.
02
Dual-Column Layouts & Sticky Add-to-Cart
As you scroll through high-res product galleries on desktop, the product title, pricing, size selector, and “Add to Bag” button remain pinned on the right side.
03
Express Checkout Prompts
Desktop cart drawers prioritize 1-click payment methods (Apple Pay, Shop Pay, PayPal) right at the top of the funnel.
Result
The final experience focuses on denim selection clarity and frictionless checkout.
Impact
+51%
growth in online revenue — exceeding the redesign's target
$120–130
average order value in 2025, up from ~$105–110 in 2024
2m 45s
average session duration, 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.