FLANNELS Site
At FLANNELS we are constantly improving and testing the site, here are a few highlights.
Atomic Design Systems
When I first started at Frasers Group, we were in the process of transitioning from Adobe XD to Figma. As part of this project, we developed new design systems across all fascias. My role in the project was to gather components and create the design system for FLANNELS, the luxury retail brand within Frasers Group.
Following Brad Frost’s methodology for “Atomic Design,” we broke the design system down into its individual components: Brand Matter, Atoms, Molecules, Organisms, and Templates.
This work was critical for bringing consistency and efficiency to the way we worked, enabling us to scale our design components across different fascias while maintaining quality throughout the design and development process. As a highly acquisitive business, this enabled us to quickly integrate newly acquired brands.
Yeezy Launches
Why?
The Yeezy launch was highly anticipated, with products expected to sell out instantly. On our standard PLP, we do not display information such as "Coming Soon" or "Sold Out." However, this was a critical feature for Yeezy, as we needed to indicate future drops and build anticipation. Therefore, a dedicated PLP was required to provide "Coming Soon" notifications to customers and enable purchases at release.
How?
By closely collaborating with developers, we devised a JavaScript-based process for the product cards (see image below). This significantly reduced the manual effort involved and accelerated the content update process.
Once the page was built I uploaded assets, updated links, and manually modified content by scheduling code within our CMS.
I schedule product on site 'Coming soon' text shows
Inside the timeframe the CTA changes to 'SHOP NOW'
Outside the timeframe the image greys out and copy shows 'No longer available'
Results
This new approach facilitated a seamless upload process for the team, helping us work more efficiently. The design innovations enabled by the new PLP increased demand, resulting in all trainers selling out. Following the success of the dedicated PLP for Yeezy, we scaled this approach to other product launches across different brands.
Style Assistant
Why?
During our peak Christmas period we wanted a way to The team hypothesised that an outfit generator would increase product views. Shoppers would also be inspired by new outfits and outfit combinations to wear over the festive period.
How?
- Outfit combinations were generated by the trading team.
- A "shuffle" button was provided to customers to load new outfits.
- Customers would click on desired products to be taken to the pdp.
- Items could they could add items to their basket.
- Once added to the basket, customers were automatically returned to the outfit generator to view other products within the outfit.
Results
The outfit generator was well utilised over the festive period, and there was a marked increase in sales for items included within the feature. We also observed multiple items being purchased from the same pre-generated outfit, indicating that customers were inspired by the pairings suggested by the trade team.
Countdown Timer
Why?
Research suggested that by adding time pressure into the checkout process we could increase conversion and reduce basket abandonment. Previously there was no visible time indicating when baskets would expire.
How?
A new timer was designed and integrated into the PDP, Cart page and mini-cart dropdown.
Results and Insights
When testing the countdown timer experience showed a significant uplift in revenue compared to the non-timer experience. This indicated that the sense of urgency created by the timer impacted conversion:
- Sports Direct +£838,361
- Flannels +£567,322
- House of Fraser +£300,201
Just for you page
Why?
As part of the group's personalization initiative, FLANNELS set out to create a new “Just For You” page. Research showed that personalisation led to an increase in order value and brand satisfaction.
Additionally, FLANNELS' range of cosmetic products was well-suited for repeat purchases, and we wanted to position ourselves as the retailer of choice for restocking cosmetics through effective personalization.
How?
My team partnered closely with CRO to design a new, tailored hub for users to shop recommended products. The aim was to create a targeted list of products based on browsing history, past order history, and interests.
To test the concept initially, the first iteration was very basic and included only product carousels (design not shown). We tested a combination of strategies successfully used on other parts of the site: ‘favourite brands,' 'recently viewed,' 'bought together,' and 'viewed together.’
Further Innovation in The Pipeline
We are now exploring new kinds of innovations to further personalize the online shopping experience at FLANNELS. Examples of innovations currently being explored include:
- A virtual makeup bag that tracks ‘owned’ makeup and cosmetic items, using reminders to drive repeat purchases.
- An outfit builder suggested accessories and shoes for purchased dresses.
- A ‘Style Assistant’ with weather- or season-based recommendations for impeccable dressing.
View more projects
End-to-end case study of the FLANNELS app. Enhancing luxury shopping experience with personalised features and overall user experience.
Read case study
Elevating the experience of a digital hub for exclusive events, brand takeovers and cultural moments at FLANNELS X.
Read case study
At FLANNELS we are constantly improving and testing the site, here are a few highlights.
Read case study
Partnering with TreeHub, I designed a platform helping landowners fund reforestation through carbon offsets.
Read case study
Invite is a design passion project and I use to improve and refine my design skills.
Read case study
Thank you for visitingmade with 💚 and ☕
Let's chat
charlottehemus@hotmail.com
FLANNELS Site
At FLANNELS we are constantly improving and testing the site, here are a few highlights.
Atomic Design Systems
When I first started at Frasers Group, we were in the process of transitioning from Adobe XD to Figma. As part of this project, we developed new design systems across all fascias. My role in the project was to gather components and create the design system for FLANNELS, the luxury retail brand within Frasers Group.
Following Brad Frost’s methodology for “Atomic Design,” we broke the design system down into its individual components: Brand Matter, Atoms, Molecules, Organisms, and Templates.
This work was critical for bringing consistency and efficiency to the way we worked, enabling us to scale our design components across different fascias while maintaining quality throughout the design and development process. As a highly acquisitive business, this enabled us to quickly integrate newly acquired brands.
Yeezy Launches
Why?
The Yeezy launch was highly anticipated, with products expected to sell out instantly. On our standard PLP, we do not display information such as "Coming Soon" or "Sold Out." However, this was a critical feature for Yeezy, as we needed to indicate future drops and build anticipation. Therefore, a dedicated PLP was required to provide "Coming Soon" notifications to customers and enable purchases at release.
How?
By closely collaborating with developers, we devised a JavaScript-based process for the product cards (see image below). This significantly reduced the manual effort involved and accelerated the content update process.
Once the page was built I uploaded assets, updated links, and manually modified content by scheduling code within our CMS.
I schedule product on site 'Coming soon' text shows
Inside the timeframe the CTA changes to 'SHOP NOW'
Outside the timeframe the image greys out and copy shows 'No longer available'
Results
This new approach facilitated a seamless upload process for the team, helping us work more efficiently. The design innovations enabled by the new PLP increased demand, resulting in all trainers selling out. Following the success of the dedicated PLP for Yeezy, we scaled this approach to other product launches across different brands.
Style Assistant
Why?
During our peak Christmas period we wanted a way to The team hypothesised that an outfit generator would increase product views. Shoppers would also be inspired by new outfits and outfit combinations to wear over the festive period.
How?
- Outfit combinations were generated by the trading team.
- A "shuffle" button was provided to customers to load new outfits.
- Customers would click on desired products to be taken to the pdp.
- Items could they could add items to their basket.
- Once added to the basket, customers were automatically returned to the outfit generator to view other products within the outfit.
Results
The outfit generator was well utilised over the festive period, and there was a marked increase in sales for items included within the feature. We also observed multiple items being purchased from the same pre-generated outfit, indicating that customers were inspired by the pairings suggested by the trade team.
Countdown Timer
Why?
Research suggested that by adding time pressure into the checkout process we could increase conversion and reduce basket abandonment. Previously there was no visible time indicating when baskets would expire.
How?
A new timer was designed and integrated into the PDP, Cart page and mini-cart dropdown.
Results and Insights
When testing the countdown timer experience showed a significant uplift in revenue compared to the non-timer experience. This indicated that the sense of urgency created by the timer impacted conversion:
- Sports Direct +£838,361
- Flannels +£567,322
- House of Fraser +£300,201
Just for you page
Why?
As part of the group's personalization initiative, FLANNELS set out to create a new “Just For You” page. Research showed that personalisation led to an increase in order value and brand satisfaction.
Additionally, FLANNELS' range of cosmetic products was well-suited for repeat purchases, and we wanted to position ourselves as the retailer of choice for restocking cosmetics through effective personalization.
How?
My team partnered closely with CRO to design a new, tailored hub for users to shop recommended products. The aim was to create a targeted list of products based on browsing history, past order history, and interests.
To test the concept initially, the first iteration was very basic and included only product carousels (design not shown). We tested a combination of strategies successfully used on other parts of the site: ‘favourite brands,' 'recently viewed,' 'bought together,' and 'viewed together.’
Further Innovation in The Pipeline
We are now exploring new kinds of innovations to further personalize the online shopping experience at FLANNELS. Examples of innovations currently being explored include:
- A virtual makeup bag that tracks ‘owned’ makeup and cosmetic items, using reminders to drive repeat purchases.
- An outfit builder suggested accessories and shoes for purchased dresses.
- A ‘Style Assistant’ with weather- or season-based recommendations for impeccable dressing.
View more projects
End-to-end case study of the FLANNELS app. Enhancing luxury shopping experience with personalised features and overall user experience.
Read case study
Elevating the experience of a digital hub for exclusive events, brand takeovers and cultural moments at FLANNELS X.
Read case study
At FLANNELS we are constantly improving and testing the site, here are a few highlights.
Read case study
Partnering with TreeHub, I designed a platform helping landowners access funding to reforest their land through carbon offset initiatives.
Read case study
Invite is a design passion project and I use to improve and refine my design skills.
Read case study
Thank you for visitingmade with 💚 and ☕
Let's chat
charlottehemus@hotmail.comFLANNELS Site
At FLANNELS we are constantly improving and testing the site, here are a few highlights.
Atomic Design Systems
When I first started at Frasers Group, we were in the process of transitioning from Adobe XD to Figma. As part of this project, we developed new design systems across all fascias. My role in the project was to gather components and create the design system for FLANNELS, the luxury retail brand within Frasers Group.
Following Brad Frost’s methodology for “Atomic Design,” we broke the design system down into its individual components: Brand Matter, Atoms, Molecules, Organisms, and Templates.
This work was critical for bringing consistency and efficiency to the way we worked, enabling us to scale our design components across different fascias while maintaining quality throughout the design and development process. As a highly acquisitive business, this enabled us to quickly integrate newly acquired brands.
Yeezy Launches
Why?
The Yeezy launch was highly anticipated, with products expected to sell out instantly. On our standard PLP, we do not display information such as "Coming Soon" or "Sold Out." However, this was a critical feature for Yeezy, as we needed to indicate future drops and build anticipation. Therefore, a dedicated PLP was required to provide "Coming Soon" notifications to customers and enable purchases at release.
How?
By closely collaborating with developers, we devised a JavaScript-based process for the product cards (see image below). This significantly reduced the manual effort involved and accelerated the content update process.
Once the page was built I uploaded assets, updated links, and manually modified content by scheduling code within our CMS.
I schedule product on site 'Coming soon' text shows
Inside the timeframe the CTA changes to 'SHOP NOW'
Outside the timeframe the image greys out and copy shows 'No longer available'
Results
This new approach facilitated a seamless upload process for the team, helping us work more efficiently. The design innovations enabled by the new PLP increased demand, resulting in all trainers selling out. Following the success of the dedicated PLP for Yeezy, we scaled this approach to other product launches across different brands.
Style Assistant
Why?
During our peak Christmas period we wanted a way to The team hypothesised that an outfit generator would increase product views. Shoppers would also be inspired by new outfits and outfit combinations to wear over the festive period.
How?
- Outfit combinations were generated by the trading team.
- A "shuffle" button was provided to customers to load new outfits.
- Customers would click on desired products to be taken to the pdp.
- Items could they could add items to their basket.
- Once added to the basket, customers were automatically returned to the outfit generator to view other products within the outfit.
Results
The outfit generator was well utilised over the festive period, and there was a marked increase in sales for items included within the feature. We also observed multiple items being purchased from the same pre-generated outfit, indicating that customers were inspired by the pairings suggested by the trade team.
Countdown Timer
Why?
Research suggested that by adding time pressure into the checkout process we could increase conversion and reduce basket abandonment. Previously there was no visible time indicating when baskets would expire.
How?
A new timer was designed and integrated into the PDP, Cart page and mini-cart dropdown.
Results and Insights
When testing the countdown timer experience showed a significant uplift in revenue compared to the non-timer experience. This indicated that the sense of urgency created by the timer impacted conversion:
- Sports Direct +£838,361
- Flannels +£567,322
- House of Fraser +£300,201
Just for you page
Why?
As part of the group's personalization initiative, FLANNELS set out to create a new “Just For You” page. Research showed that personalisation led to an increase in order value and brand satisfaction.
Additionally, FLANNELS' range of cosmetic products was well-suited for repeat purchases, and we wanted to position ourselves as the retailer of choice for restocking cosmetics through effective personalization.
How?
My team partnered closely with CRO to design a new, tailored hub for users to shop recommended products. The aim was to create a targeted list of products based on browsing history, past order history, and interests.
To test the concept initially, the first iteration was very basic and included only product carousels (design not shown). We tested a combination of strategies successfully used on other parts of the site: ‘favourite brands,' 'recently viewed,' 'bought together,' and 'viewed together.’
Further Innovation in The Pipeline
We are now exploring new kinds of innovations to further personalize the online shopping experience at FLANNELS. Examples of innovations currently being explored include:
- A virtual makeup bag that tracks ‘owned’ makeup and cosmetic items, using reminders to drive repeat purchases.
- An outfit builder suggested accessories and shoes for purchased dresses.
- A ‘Style Assistant’ with weather- or season-based recommendations for impeccable dressing.
View more projects
End-to-end case study of the FLANNELS app. Enhancing luxury shopping experience with personalised features and overall user experience.
Read case study
Elevating the experience of a digital hub for exclusive events, brand takeovers and cultural moments at FLANNELS X.
Read case study
At FLANNELS we are constantly improving and testing the site, here are a few highlights.
Read case study
Partnering with TreeHub, I designed a platform helping landowners access funding to reforest their land through carbon offset initiatives.
Read case study
Invite is a design passion project and I use to improve and refine my design skills.
Read case study
Thank you for visitingmade with 💚 and ☕
Let's chat
charlottehemus@hotmail.comFLANNELS Site
At FLANNELS we are constantly improving and testing the site, here are a few highlights.
Atomic Design Systems
When I first started at Frasers Group, we were in the process of transitioning from Adobe XD to Figma. As part of this project, we developed new design systems across all fascias. My role in the project was to gather components and create the design system for FLANNELS, the luxury retail brand within Frasers Group.
Following Brad Frost’s methodology for “Atomic Design,” we broke the design system down into its individual components: Brand Matter, Atoms, Molecules, Organisms, and Templates.
This work was critical for bringing consistency and efficiency to the way we worked, enabling us to scale our design components across different fascias while maintaining quality throughout the design and development process. As a highly acquisitive business, this enabled us to quickly integrate newly acquired brands.
Yeezy Launches
Why?
The Yeezy launch was highly anticipated, with products expected to sell out instantly. On our standard PLP, we do not display information such as "Coming Soon" or "Sold Out." However, this was a critical feature for Yeezy, as we needed to indicate future drops and build anticipation. Therefore, a dedicated PLP was required to provide "Coming Soon" notifications to customers and enable purchases at release.
How?
By closely collaborating with developers, we devised a JavaScript-based process for the product cards (see image below). This significantly reduced the manual effort involved and accelerated the content update process.
Once the page was built I uploaded assets, updated links, and manually modified content by scheduling code within our CMS.
I schedule product on site 'Coming soon' text shows
Inside the timeframe the CTA changes to 'SHOP NOW'
Outside the timeframe the image greys out and copy shows 'No longer available'
Results
This new approach facilitated a seamless upload process for the team, helping us work more efficiently. The design innovations enabled by the new PLP increased demand, resulting in all trainers selling out. Following the success of the dedicated PLP for Yeezy, we scaled this approach to other product launches across different brands.
Style Assistant
Why?
During our peak Christmas period we wanted a way to The team hypothesised that an outfit generator would increase product views. Shoppers would also be inspired by new outfits and outfit combinations to wear over the festive period.
How?
- Outfit combinations were generated by the trading team.
- A "shuffle" button was provided to customers to load new outfits.
- Customers would click on desired products to be taken to the pdp.
- Items could they could add items to their basket.
- Once added to the basket, customers were automatically returned to the outfit generator to view other products within the outfit.
Results
The outfit generator was well utilised over the festive period, and there was a marked increase in sales for items included within the feature. We also observed multiple items being purchased from the same pre-generated outfit, indicating that customers were inspired by the pairings suggested by the trade team.
Countdown Timer
Why?
Research suggested that by adding time pressure into the checkout process we could increase conversion and reduce basket abandonment. Previously there was no visible time indicating when baskets would expire.
How?
A new timer was designed and integrated into the PDP, Cart page and mini-cart dropdown.
Results and Insights
When testing the countdown timer experience showed a significant uplift in revenue compared to the non-timer experience. This indicated that the sense of urgency created by the timer impacted conversion:
- Sports Direct +£838,361
- Flannels +£567,322
- House of Fraser +£300,201
Just for you page
Why?
As part of the group's personalization initiative, FLANNELS set out to create a new “Just For You” page. Research showed that personalisation led to an increase in order value and brand satisfaction.
Additionally, FLANNELS' range of cosmetic products was well-suited for repeat purchases, and we wanted to position ourselves as the retailer of choice for restocking cosmetics through effective personalization.
How?
My team partnered closely with CRO to design a new, tailored hub for users to shop recommended products. The aim was to create a targeted list of products based on browsing history, past order history, and interests.
To test the concept initially, the first iteration was very basic and included only product carousels (design not shown). We tested a combination of strategies successfully used on other parts of the site: ‘favourite brands,' 'recently viewed,' 'bought together,' and 'viewed together.’
Further Innovation in The Pipeline
We are now exploring new kinds of innovations to further personalize the online shopping experience at FLANNELS. Examples of innovations currently being explored include:
- A virtual makeup bag that tracks ‘owned’ makeup and cosmetic items, using reminders to drive repeat purchases.
- An outfit builder suggested accessories and shoes for purchased dresses.
- A ‘Style Assistant’ with weather- or season-based recommendations for impeccable dressing.
View more projects
End-to-end case study of the FLANNELS app. Enhancing luxury shopping experience with personalised features and overall user experience.
Read case study
Elevating the experience of a digital hub for exclusive events, brand takeovers and cultural moments at FLANNELS X.
Read case study
At FLANNELS we are constantly improving and testing the site, here are a few highlights.
Read case study
Partnering with TreeHub, I designed a platform helping landowners access funding to reforest their land through carbon offset initiatives.
Read case study
Invite is a design passion project and I use to improve and refine my design skills.
Read case study
Thank you for visitingmade with 💚 and ☕