Case Study
IRIS
About the Client and Project
In 2004, friends Annie Pollet and Sarah Claassen opened the first Iris boutique in Queen’s Park, London, offering chic, independent womenswear. Over 20 years, Iris grew into a community with four stores, a talented all-female team, and its own label. After expanding to other London locations, the online store launched in 2013, and in 2016, the team debuted the IRIS own-brand collection.
Iris brings you clothes for a beautiful life: to wear while cycling to the farmer’s market; embracing friends; walking down the cobbled streets of a new city; or just sitting at the kitchen table, amongst loved ones and cut flowers.
Our collections are intended for the woman who knows how to find romance in the everyday. Whimsical prints, vintage-inspired silhouettes and unapologetic femininity are at the heart of the Iris blueprint, but our designs are always easy-to-wear, versatile and enduring.
Project Duration
Underway 6+ Months
As per Requirements
Background and Strategic fit
The project focused on improving Iris Fashion’s website to enhance the user experience and streamline the shopping process. By refining the design and functionality, the goal was to create a more intuitive and efficient platform for customers. This update aimed to offer a seamless online shopping experience, ensuring that users could easily browse collections, make purchases, and access curated content. The improvements also aimed to support Iris Fashion’s growth by aligning the platform with its evolving brand identity, making it easier for customers to discover the unique, independent womenswear the brand is known for.
Challenges faced by IRIS:
- Preserving the personalized, unique experience while expanding to multiple locations and an online platform.
- Coordinating stock across physical stores and the online platform, especially with the introduction of their own IRIS collection.
- Staying relevant and innovative in the highly competitive fashion industry.
- Effectively navigating the challenges of expanding their online presence while retaining the brand’s authenticity.
- Ensuring a seamless and engaging shopping experience both in-store and online to retain customer loyalty.
Iris Fashion partnered with a design and development team to address challenges related to user experience and platform functionality. The project aimed to enhance the website’s usability, streamline the shopping process, and improve overall customer engagement. By refining the platform’s design and features, the goal was to create a seamless, intuitive experience for both in-store and online customers. The improvements aimed to strengthen Iris Fashion’s position in the competitive women’s fashion market, support the growth of its online presence, and ensure that the brand continued to offer a unique and personalized shopping experience.
Services Offered
Curated Womenswear Collections
A carefully selected range of chic, independent womenswear brands.
IRIS Own-Brand Collection
Exclusive collections designed by the Iris Fashion team, offering romantic and modern designs.
Gift Cards
Available for customers to give the gift of choice from Iris Fashion’s collection.
Personal Styling Advice
Personalized recommendations and styling services to help customers find their perfect look.
Delivery & Returns
A straightforward process for ordering online with flexible delivery options and easy returns.
In-store Experience
A personalized shopping experience at their London boutiques, with an all-female team ready to assist customers.
Challanges
01
E-commerce Competition
- Competing with large online retailers and fast fashion brands that offer a wide range of products at lower prices.
02
Inventory Management
- Balancing stock across multiple physical stores and an online platform to ensure product availability and avoid overstocking or stockouts.
03
Maintaining Brand Identity
- As the business grows, maintaining the unique and personal touch of the boutique experience, both in-store and online, can become difficult.
04
Customer Retention
- Continuously engaging customers and encouraging repeat business in a competitive fashion market.
05
Supply Chain Management
- Managing relationships with independent womenswear brands and ensuring the timely delivery of high-quality products.
06
Adapting to Digital Trends
- Keeping up with ever-changing digital marketing strategies, social media trends, and technological advancements in e-commerce.
Courier API Integration
User Flow
User Flow in website design refers to the sequence of steps a user takes to accomplish a task or reach a goal. It involves guiding users seamlessly through various pages and interactions to ensure a smooth and intuitive experience. By optimizing user flow, designers enhance usability and increase user engagement on the website.
Optimizing UX: Crafting a Research Plan
Crafting an effective research plan for optimizing user experience involves defining clear objectives, selecting appropriate methodologies, and gathering relevant data. By meticulously planning each step, designers can gain valuable insights into user behavior and preferences, informing iterative improvements to the product. A well-executed research plan is instrumental in creating user-centric designs that resonate with the target audience.
Design System & Style
We developed a design system to enhance consistency and streamline the client’s workflow, saving time during feature development. This initiative aims to elevate the website’s overall process and user experience, ensuring efficiency and cohesion across all aspects of design and implementation.
Demos And Pages
Focusing on limitations has fostered creativity and efficiency within Iris Fashion, allowing the brand to maintain its unique and boutique essence. As a result, the team at Iris comprises highly skilled and experienced individuals who are not only confident in their roles but also thrive on innovation. The dynamic environment encourages new ideas and solutions, ensuring that Iris Fashion continues to evolve while staying true to its core values and aesthetic.
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