Optimising New Era Cap's E-Commerce Experience
As the lead designer, I collaborated with a multidisciplinary team to enhance New Era Cap's (NEC) e-commerce strategy in the European market from 2021-23. Our goal was to drive better sales and customer engagement through iterative improvements in design, user experience, and content.
Challenge: NEC, the world's largest headwear brand, sought to achieve substantial growth in the European market. The challenges included optimising their e-commerce platform, increasing organic traffic, and creating a personalised customer experience while transitioning from wholesale to a direct-to-consumer (D2C) channel.
My approach to optimising New Era Cap's digital experience centered on data-driven improvements across every touchpoint. With 70% of traffic coming from mobile, I prioritised seamless experiences across all devices. Creating the New Era Cap Fan Club generated 3,000 weekly sign-ups, building both customer relationships and valuable first-party data.
By integrating Optimizely experiments into the roadmap, we enabled rapid innovation to enhance customer engagement. Analysis of user behavior revealed key insights about purchasing patterns. I redesigned product listing pages with simplified filters and logic rules to guide users to relevant collections.
UI improvements made product descriptions and sizing more accessible, addressing critical drop-off points. Tailored pop-ups for different visitor segments significantly expanded the email subscriber base while respecting the customer journey.
The impact was transformative: 107% revenue growth over two years, 60% increase in organic traffic (with a remarkable 378% boost in EU organic traffic), and record-breaking seasonal sales. This combination of strategic vision and continuous optimization delivered both immediate wins and sustainable long-term growth.
