About Calia
Calia by Carrie Underwood, one of the Dick's Sporting Goods' private label brands. Calia's concept is to encourage and empower women to adopt a daily active lifestyle. Website: https://www.caliastudio.com/ Revenue: $5M+, Employees: 30, target market: Young women (millennials and Gen Z) embracing an active lifestyle
Business opportunity
Calia By Carrie Underwood, one of the private label brands under Dick’s Sporting Goods (DSG), does their business online only using their e-commerce site hosted by 3rd party.
DSG is looking ways to improve online sales and also take advantage of its own infrastructure to host Calia site.
As “Buy Online and Pickup In Store (BOPIS)” is gaining popularity, DSG decided to implement BOPIS on Calia site using DSG’s infrastructure.
Team’s goal is to redesign Calia shopping bag to include BOPIS using DSG stores.
The proposed solution must ensure customers are buying online at Calia site, but they have an option to pickup in any DSG store nearby.
Business Impact – Key Success Metrics
Increased Calia and DSG Brand Awareness and Reach
Increased BOPIS Sales
Attract and retain customers into DSG stores
Improved customer satisfaction
Testimonials
Check out DSG commercial on BOPIS below
UX Goals
Provide customers immersive experience to buy products online and have the option to pick them up in DSG stores near by or get them shipped
Key target market for Calia is young women embracing an active lifestyle. Site must provide rich shopping experience for this target market
Calia's website should be responsive to mobile devices as majority of young women (millennials and Gen Z) use smartphones to shop
My Role
UX Research: Industry best practices on BOPIS
UX Design: Hi-fidelity wireframes, collaborate with frontend developers
Collaborators
Product manager
Senior UX designer
Front end developers
Key Deliverables
Industry best practices research on use of BOPIS by private label brands
Brainstorm with Purchase Teams on BOPIS messaging ideas for Calia
Design hi-fidelity shopping bag wireframes for desktop and mobile
Tools Used
Figma
Miro
Industry Best Practices on Private Labels using BOPIS
Scope
Selected Gap and Kohl's as the targets for our research. Gap's private labels use Gap's BOPIS infrastructure. Kohl's private label Vera Wang uses Kohl's infrastructure.
Competitor Analysis
Two options are used based on company's product and marketing strategy
Make private labels visible and integrate them as part of the main brand. Gap used this approach
Pros: seamless user experience as shopping cart is shared across all brands, cross selling opportunities, leveraging e-commerce infrastructure
Cons: Brand identity/dilution. Pairing luxury brand with value brand may be risky, may impact sales
Let private label maintain its own identity and integrate only select components such as BOPIS. Kohl's use this
Pros: Private label maintains its own identity
Cons: High complexity in integrating shopping cart page if two sites use different styles. User confusion, need more education, clarity, and support
Gap used one e-commerce platform for all of its private labels. Design complexity is low to introduce BOPIS
Vera Wang site uses Kohl's shopping cart only for Simply Vera. It is pretty much hidden and user may not find it
Gap Family Brands
Gap's Private Label Brands are integrated into the Gap site.
Gap's Shared Cart across its private label brands.
Vera Wang
Vera Wang is the luxury brand. It does not mention Kohl's on their site. User need to navigate to Simply Vera Vera Wang page then click on "Shop the Simply Vera - Vera Wang collection." This directs you towards Kohl's website.
After clicking on Shop The Simply Vera Vera Wang Collection, it directs customers towards Kohl's website.
Recommendations
Presented the analysis to product marketing and purchasing teams.
Decision is to maintain Calia identity, but inform customers the option to pick up at DSG stores using DSG shopping cart page
Redesign Calia shopping bag page to integrate DSG's pickup in store components
Customer can select from one of the two options: Ship to me or pickup in store
Educate the shoppers on BOPIS, advantages, process, and FAQ
Curbside pickup option is available during COVID-19 pandemic
UX Design
Presented the recommendations to the purchase team. Worked with product manager on exact marketing message and the positioning Developed Hi-Fidelity wireframes as shown below
Worked with UI designer and frontend developers on the implementation
Hi-Fidelity Wireframes
Created on Figma
The shopping bag design takes advantage of DSG's Cart page. Placement of Dick's logo is intend to inform customers on where they are picking up the Calia products.
Created on Figma
The current new design makes it easier for customers to see the location of pickup and ship to me options.
Result
Based on the private label brand research, it was highly recommended to provide the DSG logo next to store pickup and curbside pickup to inform the customers on where they would receive their products.
Collaborated with developers to ensure the Calia Shopping bag design was following the DSG infrastructure and Calia design system
Team deployed "Buy Online and Pickup in Store" within a week
Key Learnings
Brand management is critical for private labels, web presence and style layouts decisions needs to be made carefully. Marketing, product management, and UX design should collaborate to come with the right solution
Leveraging the existing e-commerce and local stores provide better competitive advantage for businesses thru "Buy Online and Pickup in Store"
Great learning experience in redesigning Calia shopping bag using DSG shopping cart page components