Ann Taylor and LOFT are two of the biggest brands in the country in women’s fashion and they needed new e-commerce websites that would better represent them and better serve their customers.

Ann Taylor / Loft

Project Details

The project was to create a unified user experience with a unified shoping cart so that customers could easily shop both brands. At the time it was designed, it was one of the earliest large scale responsive e-commerce projects from a major retailer. My responsibilities included leading discovery process including many hours of stakeholder interviews, competitive analysis, and customer research. I created all wireframes and medium fidelity prototypes that went through extensive usability testing and iteration.

This project was delivered successfully but has not launched as of this time.

Roles: Discovery, User Research, Wireframes, Prototyping, Usability Testing
Links: www.anntaylor.com, www.loft.com