Revitalised luxury fashion buying experience for the Net-a-Porter group

During my 12 months engagement with Net-a-Porter, I initiated, led and delivered various projects for The Outnet to meet their business objectives. Some of the prominent ones include:

• International size and fit experience

• Product discovery optimisation via search improvements, filters, shopping bag & wish list redesign, and SEO

• Purchase path design for international deliveries

• Personas & customer experience map creation by conducting user research in five countries

• Mobile app redesign

• Email program launch for customers & prospects

Results

• My efforts and team contributions led us to smash the £100M revenue target that year for The Outnet

• The email database increased by 2.1x from an already strong base and engagement improved drastically

• The launch of private sales, product videos, designer alerts and improved Clearance experience increased Average Order Value (AOV) and Net Promoter Score (NPS) by a mile

• Personas and customer experience map were a great success and influenced many decisions from buying, communication, branding to merchandising and sales

• The sales for Iris & Ink, in-house label, increased by 2.5x

Note — There were many factors that contributed to the amazing success of The Outnet and our team's work was just one strand of that work. In particular, the product selection and pricing were the key drivers of success that drove people religiously to shop from The Outnet.