VF Imagewear Ecommerce Product
Business Analysis, Information Architecture, Interaction Design, Visual Design, User Interface Requirements, Frontend Development, QA, Project Management
Aug 2003 - Mar 2005
I joined VF Imagewear (VFIW) to help them design and launch their first ecommerce product. In addition to being one of the largest apparel manufacturers in the world, VFIW also managed employee uniform programs. Since this ecommerce product didn’t yet exist, their customers ordered uniform items by phone, fax, and mail.
For this project, I started by interviewing a number of stakeholders to better understand the entire uniform program management and ordering process. This included: people in customer service who took orders over the phone; program managers that set up and ran uniform programs; and people that packaged and fulfilled orders in the warehouse. The key output from this was a base set of requirements that had to be met before, during, and after an employee places an order for uniform items.
I then worked with the development team to understand the backend systems that had been built to serve the ecommerce product. I determined what we could use and identified key gaps in functionality that was needed to fulfill all the requirements the business had. Key outputs from this were refined business requirement documents and a prioritized ecommerce product roadmap.
Once I knew what I had to work with technically, I designed the information architecture; designed the experience of ordering uniform items; reviewed and iterated on mockups with key stakeholders; designed high-fidelity visuals; and developed frontend code for the developers to use during backend implementation.
After development was complete, I played a key role during QA to make sure all the business requirements were met along with logging bugs and reviewing bug fixes.
To say the project was a success is an understatement. In its first year, the employee uniform ecommerce product alone generated $120MM in annual recurring revenue. That exceeded all expectations and led to buy-in for additional ecommerce product work.