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G-star

Client
G-star RAW

Services
UX lead, UX design, UX research

Year
2024

Objective:

I had the pleasure of working as the Lead UX Designer for G-Star Raw over a two-year period, during which I spearheaded several key projects to elevate the brand’s digital experience. These included rebuilding the Product Detail Page, redesigning the search experience, proposing a new homepage content strategy, conducting user research on the use of AI-generated product images, and delivering A/B tests to enhance user experience—such as replacing the traditional banner on the product listing page with an interactive slider and reviewing the field designs on the checkout page.

 

Product Detail Page Redesign: A full redesign of the Product Detail Page (PDP) was undertaken to prioritize visual storytelling and product immersion. We developed a layout that gives more prominence to the imagery, with high-resolution photos showcasing intricate details of the jeans. Simultaneously, we introduced a fixed product info column, ensuring that critical product information (like size, fit, fabric, and care instructions) remained accessible to users as they scroll through the page. This created a balanced experience that is both visually compelling and functionally intuitive.

 

 

Other Projects

Project 1

How might we increase conversions and reduce return rates
by helping users select the right fit on the Product Listing Page (PLP)

Competitors analysis

 

76% (19/25) of the competitors offer a Fit interactive component, or Fit selector, at the top of the PLP
42% of those are using only text (8/19), 57,8% are using images (11/19)

From all the PLPs I reviewed during this research, none featured a traditional banner—a large image with text.

When I proposed the idea of a visual Fit Selector at the top of the PLP, replacing the old banner to the Product Owners, 
they told me they already implemented a fit selector with jeans images, and that it failed the A/B test.

 

Product history

In my point of view, the A/B test in 2021 failed due to poor design, weak interaction, and an ineffective content strategy, leading to the decision to retain the traditional banner.

The jeans in the fit selector appeared too similar, and when users interacted with it, other options seemed disabled. This forced them to navigate back, rather than allowing a smooth browsing experience across different fits.

We also needed to assess whether users could clearly understand the terminology used in this initial fit selector (tapered / straight / relax)

Wireframes & main interaction

 

First user – test

Actions

Based on user consultations, we found that some users are confused by terms like straight, regular, and relaxed.

To gain further insight, I collaborated with the trade department to analyze sales and return data. This revealed that the most returned products, such as “Relaxed Straight,” “Regular Straight,” and “Straight” fits, coincided with the terms users found most confusing.

Proposed solution: Clearly indicate that straight and tapered refer to the leg finish. Providing more detailed explanations of these terms could help clarify the differences for users.

 

Based on users feedback, I requested the Content team to provide updated imagery better suited for the fit selector, clearly showcasing the specific fit of each pair of jeans. 

Final design

Project 2

How might we enhance the User Experience of the Product Detail Page (PDP)
to boost product appeal, strengthen brand image, and drive sales.

Product Detail Page Redesign: A full redesign of the Product Detail Page (PDP) was undertaken to prioritize visual storytelling and product immersion. We developed a layout that gives more prominence to the imagery, with high-resolution photos showcasing intricate details of the jeans. Simultaneously, we introduced a fixed product info column, ensuring that critical product information (like size, fit, fabric, and care instructions) remained accessible to users as they scroll through the page. This created a balanced experience that is both visually compelling and functionally intuitive.

 

 

Other Projects