Jason Wilson

Smartwool Shop The Look

Project Overview: Smartwool needed to bring customer awareness to the breadth and depth of their product catalog—beyond base layers and socks. 

Objective: To show Smartwool’s breadth of products and how they can be paired together to become more of an all-encompassing apparel brand rather than just a socks and base layer brand.

Process: I worked with a UX researcher to formulate the interview questions, A/B test, and full presentation to the Smartwool team. My role was to synthesize the data and create UX solutions for the problem while ensuring the dev team could implement the changes efficiently.

Challenge: The major challenge was helping the merchandising team pull each product from the catalog to match the corresponding product SKU for Shop the Look. Initially, we wanted to have a dynamic hover interaction for the outfit so users could select individual products and add them to their cart. This interaction was not feasible due to the time it would take development to launch the interactions.

Outcome: We created a solution that development could implement in the given timeline by using a still image for the outfit and sending the users to a quick-shop modal that allowed them to toggle through the items in the outfit and add them to the cart. This compromise helped boost Smartwool’s goal of attaching multiple products together to create a single outfit.

My Role: Lead this project from beginning to end while collaborating with Smartwool’s product manager, merchandiser, marketing director, and development team to stay within scope and produce the best possible outcome for their business goals.

Conclusion: The project took two months from beginning to end. After the launch of Shop the Look, Smartwool increased its goal of selling outfits and AOV by 12%. Originally, their users only purchased an average of 2-3 products per checkout. This project increased the brand’s checkout item count by 2 other products per order on average.

Shop The Look Prototype