Suitsupply

Fashion E-Commerce Solutions

Suitsupply is a Dutch men's fashion company. As Head of UX (2015–2022), I led efforts to create seamless, user-centric shopping experiences by simplifying fabric choices, sizing, and customization. I emphasized iterative testing, fostered a design-driven culture, and integrated online and offline touchpoints for a more intuitive journey.

Suitsupply home screen showcasing the summer campaign, accompanied by style-themed illustrations and a mockup of the product detail page.

Discovery Challenges

One of the key reasons for returns is that the color or fabric texture doesn’t match the user’s expectations. Additionally, users often struggle to find the product they want due to the overwhelming number of choices.

Solution 1

A minimal UI with large images helps users better understand the cloth texture details.

Solution 2

The visual filter simplifies technical terms, helping users quickly narrow down their options.

Solution 3

I collaborated with 'slowboy' to refine the style and create a funnel guiding users to the perfect match.

Visual mockups of the Suitsupply custom-made tool, featuring configurator images for men's coats and shirts.

Visualization Challenges

Users can't fully understand clothing options until they see them visually. Clothing configurators are often too complex and hard to use. Ready-to-wear options only offer limited fits and selections. Designing from scratch online is challenging without a clear visual and user-friendly interface.

Solution 1

The Custom-Made tool allows users to design their own clothing from scratch.

Solution 2

The Look Builder helps users visualize ready-to-wear clothing.

Three fabric sample images are displayed on the left, while the right side features the mobile version of the custom-made tool, accompanied by a physical sample card.

Solution 3

Fabric samples help users understand the true texture and color of the material.

Suitsupply Size Passport image: A man is standing with his back to the camera, showcasing the back of the jacket. Measurement graphics are displayed on the jacket for clear visualization.

Size Challenges

The key challenge of selecting clothing sizes in e-commerce is the lack of standardization and the inability to try items on, leading to uncertainty, errors, and high return rates.

Solution 1

Size passport saves your measurements for easy online reordering.

Solution 2

We matched product sizes to t-shirt sizes for easier selection based on height.

Omnichannel Challenges

Online shopping offers convenience, variety, and easy comparisons, while offline shopping provides immediate access, the ability to try products, and a more personalized experience.

Solution

The algorithm recommends the best style advisors based on the user’s shopping context online.

Design Research

I created personas, refined ideas with user feedback, and tested product directions using Fullstory and Usertesting.com. I streamlined the Scrum team's work by centralizing components in a Design System and unifying UI development with Storybook and Figma, improving consistency and reducing costs.