Dickies Experience Optimization

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Dickies Experience Optimization

Role

Senior UX Designer - VF Corporation

Goal

The objective was to move the needle in a positive direction by streamlining the customer journey, reducing friction, and driving measurable increases in engagement and sales - all within a 30 day turn-around time.

Insights

• $1.2M in projected annual revenue increase
• 10 enhancements made to the site within a 30 day window before the holiday shopping season (October, 2021)

VF Team

Akshaya Giri | UX Research

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The Dickies Experience Optimization project was cleverly nicknamed: Project Flurry. This was a 30-day initiative aimed at optimizing Dickies e-commerce experience in preparation for the holiday shopping season. As the Senior Designer, I partnered with a UX researcher to perform a heuristic evaluation across key user flows. Our goal was to identify high-impact, low-effort opportunities that could drive immediate improvements in engagement and conversion, and ultimately increase revenue.

Through cross-functional collaboration and rapid iteration, we implemented a prioritized set of UX enhancements targeting navigation, product discovery, filtering, and cart behavior. Our focus was to reduce friction, guide users more effectively through the purchase journey, and surface relevant content at the right moments.

Example of Presentation of Enhancements proposed in Project Flurry

This slide presents enhancements in a clear, at-a-glance format. Each proposed initiative includes a suggested update, a rationale for its inclusion, and an estimated business impact.

The rationale of each enhancement draws from Baymard research, Content Square, and a Heuristic Evaluation.

Visuals on each slide showcase the original and proposed designs, along with data overlays highlighting performance metrics like click-through rates—helping to contextualize the potential improvements.

image of performance metrics, click-through rates and sticky notes.

Step 1: Identify Friction Points

My partner and I used a tool called Content Square, a tool that provides heatmaps, scroll maps, and click rates —helping UX designers pinpoint where users are dropping off, getting stuck, or failing to engage. This insight allow my team to identify areas of improvement.

This data helped us build a compelling narrative to share with stakeholders on why certain improvements were recommended.

image of a sample piece from our Heuristic Evaluation

Step 2: Conduct a Heuristic Evaluation

Our next step was to uncover usability flaws by conducting a Heuristic Evaluation — a proven UX tool that identifies common design pitfalls such as lack of feedback, unclear navigation, or inconsistency.

We prioritized these by color coding areas as 1. Positive & Effective 2. Positive but Could Be Better and 3. Negative & Not Effective.

Step 2: Prioritize Ideas with an Impact vs. Effort Matrix

This matrix is helpful for UX teams as it helps prioritize ideas by plotting them along two axes:

Y-axis: Importance (or Impact) – How valuable or critical the item is to users or business goals.

X-axis: Feasibility (or Effort/Complexity) – How easy or realistic it is to implement, often considering technical or resource constraints.

Once ideas are prioritized, the design could begin!

Suggestion 1: Increase Account Sign In / Up

Rationale: We want users to be encouraged to sign up or log in — early in the online shopping journey. Some users wait until checkout and that could create redirects that take user out of process. By adding a less disruptive, sticky sign up tab, Dickies will encourage account sign ups quickly and easily.

Estimated Impact: Assuming an increase in click rates of 1%, this change has the potential to lead to ▪ 1.5K additional accounts created ▪ 3.5K additional sign ins

image of a new work, life, skate visuals added to the megamenu.

Suggestion 2: Enhance the Workwear / lifestyle / skate

Rationale: The existing US site, showed key brand categories as text only links, the UK site displayed visuals, but they were small and hard to understand. Our suggestion was to add imagery to current nav items on mobile, increase the size, creating a lively more engaging visual to entice the consumer to click through.

Estimated Impact: Assuming an increase in click rates of 1%, this change has the potential to lead to ▪ 45K additional clicks ▪ 2K additional transactions ▪ and a $168K annual revenue opportunity (AOV $82)

image of filter enhancement based on click data.

Suggestion 3: Filter Enhancements

Rationale: From Baymard—Filters should be reordered based on engagement, as this will benefit most users, allowing for quicker product finding.

Estimated Impact: Assuming an increase in click rates of 1%, this change has the potential to lead to ▪ 15K more clicks ▪ 1.3K more transactions ▪ Annual revenue opportunity of $110K (based on an AOV of $82)

image of new guest checkout button being prioritized first on the mobile experience

Suggestion 4: Guest Checkout by Default

Rationale: Remove barrier and unnecessary decision point for users who are ready to make a purchase. 6.8% of users checkout as a guest, update the visual hierarchy to make this button the first things consumers see.

Long-term - remove this page from the checkout funnel.

Estimated Impact: Assuming a 0.5% increase in step through from Cart to Shipping, this change has the potential to lead to ▪ 7K more sessions getting to shipping ▪ 2.6K more transactions ▪ Annual revenue opportunity of $213K (based on an AOV of $82)

image of new SALE filter and megamenu item.

Suggestion 5: Optimize Sale

Rationale: Highlighting SALE items in prominent areas, like the filters and navigation, will help users find items quicker. These new locations will help users get one step closer to finding a product within their budget.

Estimated Impact: Assuming a 1% increase in clicks in navigation ▪ 91K more clicks ▪ 2.2K more transactions ▪ Annual revenue opportunity of $180K (based on an AOV of $82)
Assuming a 1% increase in PLP filter click rates ▪ 15K more clicks ▪ 1.3K more transactions ▪ Annual revenue opportunity of $110K (based on an AOV of $82)

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