Topshop is one of the UK's leading 'fast' fashion chain. With the redesign of a new site, they hired me as their first interactive Design Director.
This was quite a step for Topshop, and when I first joined the majority of my work was breaking down boundaries and building bridges between design and marketing in a commercially-led environment. The work process was also very fragmented, with teams feeling quite defensive and territorial. I worked to streamline workflow and discovered more playful ways for teams to work with each other.
The homepage of Topshop.com was the drive of the website. It digital mimicked the Oxford Street store, with content overflowing and freshly updated everyday. RSS was a novel thing to a fashion site at the time, and users could subscribe to the daily fashion fix and the official topshop blog.
Topshop is all about the newest latest products. Customers are thirsty for what's New In, so I developed a fashion fix widget that fed off the Fashion Fix feed from Topshop.com which was updated daily from the buyers on our team.
I was also responsible for the overall branding strategy of the online collections and seasonal campaigns. These spanned from online product collection pages, microsites, interactive invites and games, video podcasts to physical installations and fashion shows. Part of this work involved building the online customer relationship, and I set-up a server and developed a wordpress based website for Topshop employees to blog about things they liked. This unofficial Topshop blog was called To-Sho and averaged a daily 800 unique visits.
My biggest challenge was trying to streamline the shopping cart process which had an extremely high drop-out rate and an incredibly complicated ecommerce back-end. However part of this research did point to online browsers rather than buyers, so product codes were placed on all the online and podcast products which a customer could email to themselves in a shopping list in order to take in store. Conversion in this case was deemed difficult to track, so we went on feedback from store workers on how many customers showed them podcasts and product codes in order to discover products in store. The amount was a great deal.