Site Experience Optimization (Dickies)
ROle
Senior UX Designer,
VF Corporation
Objective
As the lead designer on Project Flurry—a 30-day eCommerce optimization sprint for Dickies—I partnered with a UX researcher to streamline the customer journey ahead of the holiday shopping season. Our mission was to identify and implement high-impact, low-effort UX enhancements that would reduce friction, improve product discovery, and drive measurable gains in engagement and conversion.
TEAM
Akshaya Giri | UX Researcher
Insights
→ Projected $1.2M annual revenue increase following launch.
→ Prioritized and shipped 10 high-impact enhancements in a 30-day pre-holiday sprint—improving speed and UX.
How much impact can you drive in just 30 days?
That was the challenge behind Project Flurry—a rapid-fire eCommerce optimization sprint designed to strengthen the Dickies shopping experience ahead of the holiday season. As Senior Designer, I led UX strategy in partnership with a UX researcher, conducting a focused heuristic evaluation across critical user flows. Our goal: identify high-impact, low-effort enhancements that could be implemented quickly to reduce friction, boost product discovery, and increase conversion.
Through cross-functional collaboration and accelerated iteration, we delivered a set of tactical UX improvements across navigation, filtering, merchandising, and cart behavior—shaping a faster, more intuitive purchase journey just in time for peak traffic.
The Challenge
Dickies had strong brand recognition but was underperforming in key conversion areas across its DTC site. With pending holiday traffic coming in hot, we had just 30 days to:
Audit the end-to-end customer journey across desktop and mobile
Identify UX and UI breakdowns impacting product discovery and trust
Recommend improvements that could be implemented before code freeze
Align cross-functional teams quickly around clear, measurable wins
Our directive was simple: move fast, make it better, and don’t break anything.
Selected Enhancements Implemented
Exposed filters on mobile to improve visibility and ease of product narrowing
Improved promo hierarchy and homepage merchandising modules
Elevated account sign-up prompts to encourage repeat shopping behavior
Optimized guest checkout for barrier-free holiday shopping
Step 1: Synthesize Journey & Friction Points
We mapped the full user experience from homepage to checkout, using:
Behavioral data (click maps, scroll depth, funnel analysis)
Heuristic evaluation across platforms
Competitive benchmarking within the workwear and lifestyle space
Step 3: Prioritize Quick Wins
With time and dev resources limited, we focused on high-impact, low-complexity changes. Each idea was scored on potential revenue lift, UX impact, and implementation effort.
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.
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 the user out of the 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
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 and 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)
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)
Suggestion 4: Guest Checkout by Default
Rationale: Remove barriers and unnecessary decision points for users who are ready to make a purchase. 6.8% of users check out as a guest; update the visual hierarchy to make this button the first thing 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)
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)
Why It Mattered
This sprint proved that even small, well-informed UX changes can deliver significant business value when you work fast, focus on the user, and align cross-functional teams. It also set a new precedent for agile, insight-led design collaboration across VF Corp brands.