Shopping for denim is personal. It's usually uncomfortable, awkward, and can lead to sometimes relatively self-destructing thoughts. Now adding in the extra layer of shopping online for that perfect pair, is typically even more difficult. At Everlane, we wanted to find a way to make shopping for denim online a more pleasurable, fun, and positive experience. We wanted to unravel what exactly makes the .com process so tricky and we could do to eliminate those barriers.
Our team facilitated a series of online and in-person research interviews to learn more about some of the gaps customers are experiencing when they are shopping online for denim. Through these interviews we uncovered patterns and qualitative data that later allowed us to see where we should focus our design efforts on everlane.com
Some of the unknowns we were looking for answers for included: