Levis // Ecommerce App

Project:

Levi’s started to put more focus on growing the direct-to- consumer business and re-define itself in a moment when wholesale is declining. We wanted to create levis first app. We would bridge the gap between in-store and online, with the foundation for a global omni-channel brand experience that would cater to and grows the Levi’s DTC reach.

With the launch of the app we were able to add features like:

Exclusive app only drops

Loyalty

Find in Store

Appt with stylist & More

The app attracted a younger cohort with conversion rate higher than the site

The Value Propostion

  • Unprecedented access to an icon of style.

  • Shifts perception

  • Personalized to me

  • Access to exclusive content and products

  • Rewards for my engagement

The Value Proposition

For the app we focused on a more fashion forward consumer

UX Model

We created a plane system for our app ux model. The plane heirarchy we created:

Foundation Plane

A user-centric conceptual base layer highlights the personalized nature of the app. 

  • Loyalty Bank 

  • Profile / Account

Core Experience Plane

A destination that houses all of the primary destinations and benefits of the appl.

  • Discovery

  • Category Doorways

  • Category Gridwalls

  • Loyalty Earn

  • Cart

Primary Navigation

Leveraging a classic tab navigation paradigm allows users to move quickly within established ux patterns.

  • Access to Core Experience Use Cases

Focus Plane

A secondary layer allows for deep dives into content and functionality above the core experience plane.

  • Editorial

  • Product Drops

  • PDP

  • Filter & Sort

  • Checkout

The cms module system we created allowed our brand team the ability to have a richer product pages that could stand out from our standard ones. This was implemented on or product page as well as the product grid.

Above you see a regular product page and a Peanuts collaboration product page

We used the app as an opportunity to increase account sign ups by offering a new loyalty program. This allowed us to get more signed in users and gave us the ability to start collecting data for personalization.