Making your denim personal — customizing with patches or embroidery, tailoring to your size, or creating bespoke pieces — are a vital part of the Levi’s brand. The UX team was tasked with creating 2 pieces in the first phase of the company-wide Customization Innovation Initiative: an online customization portal and a Tailor Shop app for in-store kiosks.
I worked closely with a UX designer to create the experience of the online customization portal. I determined where copy would be needed to enhance the user’s understanding and progression through the tool on the product description page. I also worked closely with Global Marketing to ensure our landing page and product listing page entry points had on-brand copy that aligned with our broader Customization strategy. Ultimately, I was responsible for all microcopy within the tool including instructional copy, form field labels, error messages, text links, and category entry points/badges.
For the in-store kiosk Tailor Shop app, I worked closely with the Retail team and a UX designer. The challenge when creating this app was that we had to leave room for it to “grow”, as we were adding only the first layer of content — a menu of available services at retailers with an in-store Tailor Shop. I determined the overall content architecture of the app and individual pages, as well as produced the final app copy that was sourced from company subject matter experts.