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Integrating Omni-Channel Strategies to Enhance Customer Experience

In response to the evolving demands of the apparel retail sector amid the COVID-19 pandemic, ESPRIT is navigating the shifting retail landscape. Our team initiated omni-channel strategies to cater to evolving customer expectations, prioritizing seamless, safe, and convenient shopping experiences. As ESPRIT aimed to refresh its target customer base to a younger audience, our team explored the preferences of Gen Z, Millennials, and Xennials within the US market. This case study highlights the process of our team in researching and developing solutions.

Company

ESPRIT

Industry

Clothing

Year

2023–2024

Deliverables

Omni-channel Initiative Proposal

Toolstack

Figma, TheyDo

Team

4 (2 Designers)

My Role

UX Research, UX Design

Involvement

Research, Persona, CX Journey, UX Design

Research and propose MVP omni-channel initiative strategies to effectively improve customer experience

All projects

Integrating Omni-Channel Strategies to Enhance Customer Experience

Company

ESPRIT

Industry

Clothing

Year

2023–2024

Deliverables

Omni-channel Initiative Proposal

Toolstack

Figma, TheyDo

Team

4 (2 Designers)

My Role

UX Research, UX Design

Involvement

Research, Persona, CX Journey, UX Design

Research and propose MVP omni-channel initiative strategies to effectively improve customer experience

All projects

Integrating Omni-Channel Strategies to Enhance Customer Experience

Company

ESPRIT

Industry

Clothing

Year

2023–2024

Deliverables

Omni-channel Initiative Proposal

Toolstack

Figma, TheyDo

Team

4 (2 Designers)

My Role

UX Research, UX Design

Involvement

Research, Persona, CX Journey, UX Design

Research and propose MVP omni-channel initiative strategies to effectively improve customer experience

Project Goal

The COVID-19 pandemic reshaped apparel retail, increasing demand for seamless, safe, and convenient omni-channel shopping. ESPRIT must understand and meet diverse customer needs while optimizing experiences across all channels. As part of a major initiative to adopt omni-channel strategies, I conducted in-depth research and user explorations to develop and test Minimum Viable Products (MVPs), evaluate their impact on customer experience, and lay the foundation for an omni-channel-driven business model.

Project Goal

Process overview

Research

Design Artifacts

Materialize

Primary research

Business insights

User interviews

Online survey

Secondary research

Shopping behaviors

Online comments

Competitor research

Persona

Define segments

Gen Z

Millennials

Journey

Identify touchpoints

Segment-specific

Service-specific

Holistic, macro, micro levels

Propose MVP

Define MVP

Design user flows

Design mockups

Problem

ESPRIT faces challenges adapting to modern shopping behaviors accelerated by COVID. To remain competitive, our team aims to introduce omni-channel strategies to the business for seamless and efficient customer experiences.

Problem

1 Shifted Customer Expectations

The COVID-19 pandemic has shifted customer expectations in apparel retail towards omni-channel shopping, focusing on seamless, safe, and convenient experiences.

1 Shifted Customer Expectations

The COVID-19 pandemic has shifted customer expectations in apparel retail towards omni-channel shopping, focusing on seamless, safe, and convenient experiences.

1 Shifted Customer Expectations

The COVID-19 pandemic has shifted customer expectations in apparel retail towards omni-channel shopping, focusing on seamless, safe, and convenient experiences.

2 Meeting Diverse Customer Needs

ESPRIT faces the challenge of understanding and addressing the diverse needs of its target demographic while optimizing shopping experiences across various channels.

2 Meeting Diverse Customer Needs

ESPRIT faces the challenge of understanding and addressing the diverse needs of its target demographic while optimizing shopping experiences across various channels.

2 Meeting Diverse Customer Needs

ESPRIT faces the challenge of understanding and addressing the diverse needs of its target demographic while optimizing shopping experiences across various channels.

3 Strategic Omni-Channel Initiatives

The decision was made to focus on BOPIS, BORIS, ROTIS, in-store purchase and ship to home, and clientelling, given company capabilities.

3 Strategic Omni-Channel Initiatives

The decision was made to focus on BOPIS, BORIS, ROTIS, in-store purchase and ship to home, and clientelling, given company capabilities.

3 Strategic Omni-Channel Initiatives

The decision was made to focus on BOPIS, BORIS, ROTIS, in-store purchase and ship to home, and clientelling, given company capabilities.

User Research

The insights presented are drawn from a combination of primary and secondary research. This includes surveys and interviews conducted with 10 individuals from the Millennial and Gen Z generations residing in California. Further understanding was gained through the analysis of online customer comments, reviews, and industry reports. Finally, internal business insights from within the company provided a crucial perspective.

User Research

Questions

Tell me about your last online order?

What shopping method do you prefer?

What did you like about this experience?

Anything annoyed you about it?

Did you return? How did it go?

Anything you'd like to add?

Responses

I like that the store has in-store return, simply because online return is annoying, due to all the hassles I had to deal with, such as shipping labels.

I like to go to the store and have a feel of the product before buying it.

I had a lot of returns due to the shipped products not meeting expectations.

Long online response time really annoys me.

Estimated shipping time are usually inaccurate and unpredictable.

The inconvenience of returning makes me not want to buy from the seller again.

Secondary Research

Our user studies used WGSN reports to understand customer pain points, behaviors, and needs, with trend forecasts offering insights into market shifts. For competitor research, Nordstrom was our primary benchmark due to its similar market segment and strong omni-channel service. We also studied Ralph Lauren, Nike, and Decathlon, as their successful omni-channel strategies provide valuable lessons for our development.

Secondary Research

Main References

WGSN

Nordstrom

Ralph Lauren

Nike

Decathlon

70%

Consumers now prefer to shop across multiple channels

70%

Consumers now prefer to shop across multiple channels

70%

Consumers now prefer to shop across multiple channels

30%

Higher lifetime value than those who only shop through one channel.

30%

Higher lifetime value than those who only shop through one channel.

30%

Higher lifetime value than those who only shop through one channel.

75%

Consumers have used click-and-collect services since the pandemic

75%

Consumers have used click-and-collect services since the pandemic

75%

Consumers have used click-and-collect services since the pandemic

Key Learnings

Through in-depth research on customer behavior, needs, and pain points, along with comprehensive user interviews, we have identified patterns. These insights guided the creation of detailed personas, enabling us to tailor our strategies and design decisions to effectively address our users' specific needs.

Key Learnings

1 Shifted Customer Expectations

The shift to online-first shopping post-pandemic exposed Esprit’s gap in omni-channel capabilities, impacting competitiveness.

1 Shifted Customer Expectations

The shift to online-first shopping post-pandemic exposed Esprit’s gap in omni-channel capabilities, impacting competitiveness.

1 Shifted Customer Expectations

The shift to online-first shopping post-pandemic exposed Esprit’s gap in omni-channel capabilities, impacting competitiveness.

2 Unmet Online Expectations

The absence of an online reservation system for in-store pickup causes customers to turn to competitors offering more convenient digital options.

2 Unmet Online Expectations

The absence of an online reservation system for in-store pickup causes customers to turn to competitors offering more convenient digital options.

2 Unmet Online Expectations

The absence of an online reservation system for in-store pickup causes customers to turn to competitors offering more convenient digital options.

3 The importance of try-on

Lack of in-store try-ons in online shopping leads to sizing issues, high returns, and increased anxiety.

3 The importance of try-on

Lack of in-store try-ons in online shopping leads to sizing issues, high returns, and increased anxiety.

3 The importance of try-on

Lack of in-store try-ons in online shopping leads to sizing issues, high returns, and increased anxiety.

Personas

Our team delved into the preferences of Gen Z, Millennials, and Xennials (dropped) in the US market. Through in-depth user interviews and thorough research into consumer needs, we developed personas to gain insights into user requirements, behaviors, and objectives.

Personas

Kaitlyn, 24

Marketing Specialist

“I get excited when I see a ton of clothing options that might suit me, but I don’t want to spend ages going through everything - I end up impulsively buying everything”

Kaitlyn, 24

Marketing Specialist

“I get excited when I see a ton of clothing options that might suit me, but I don’t want to spend ages going through everything - I end up impulsively buying everything”

Kaitlyn, 24

Marketing Specialist

“I get excited when I see a ton of clothing options that might suit me, but I don’t want to spend ages going through everything - I end up impulsively buying everything”

Bio:

A tech-savvy, open-minded trailblazer seeking new experiences online. A habitual browser, she's impatient and easily distracted, driven by instant gratification.

Goals and Motivations:

To be on top of the latest styles and trends
To be entertained, find excitement, and kill time while shopping
Engaging visuals
Brands that understand her
Convenience and flexibility
Pieces that elevate her look
Good deals

Challenges:

Having to spend too much time comparing products and figuring out what she wants out of a sea of options
Lack of personalized recommendations and content to keep her excited
Slow-moving lines and processes that delays her from getting the product

Bio:

A tech-savvy, open-minded trailblazer seeking new experiences online. A habitual browser, she's impatient and easily distracted, driven by instant gratification.

Goals and Motivations:

To be on top of the latest styles and trends
To be entertained, find excitement, and kill time while shopping
Engaging visuals
Brands that understand her
Convenience and flexibility
Pieces that elevate her look
Good deals

Challenges:

Having to spend too much time comparing products and figuring out what she wants out of a sea of options
Lack of personalized recommendations and content to keep her excited
Slow-moving lines and processes that delays her from getting the product

Bio:

A tech-savvy, open-minded trailblazer seeking new experiences online. A habitual browser, she's impatient and easily distracted, driven by instant gratification.

Goals and Motivations:

To be on top of the latest styles and trends
To be entertained, find excitement, and kill time while shopping
Engaging visuals
Brands that understand her
Convenience and flexibility
Pieces that elevate her look
Good deals

Challenges:

Having to spend too much time comparing products and figuring out what she wants out of a sea of options
Lack of personalized recommendations and content to keep her excited
Slow-moving lines and processes that delays her from getting the product

Kaitlyn, 24

Marketing Specialist

"This brand understands what I need. I know their quality is good and I know their products will make me look good."

Kaitlyn, 24

Marketing Specialist

"This brand understands what I need. I know their quality is good and I know their products will make me look good."

Kaitlyn, 24

Marketing Specialist

"This brand understands what I need. I know their quality is good and I know their products will make me look good."

Bio:

'Digital First,' mid-life, and values time efficiency. Often overworked, she's an intentional and purpose-driven shopper. She seeks brands aligning with her values, making thoughtful purchases that contribute to a greater good.

Goals and Motivations:

To update her wardrobe to satisfy her changing of style and stay current at the same time
Curate a capsule wardrobe that is versatile, functional, and reflects their personal style.
To represent her personality, therefore boosting her confidence
Engaging visuals
Brands that she feels understand her
Convenience and flexibility
Pieces that elevate her look
Good deals

Challenges:

While she is less price-sensitive overall, good quality and fit usually comes with a price
Unless brand loyalty has been established, she avoids buying clothes from online, to avoid disappointment
Not one to venture out of her comfort zone

Bio:

Goals and Motivations:

To update her wardrobe to satisfy her changing of style and stay current at the same time
Curate a capsule wardrobe that is versatile, functional, and reflects their personal style.
To represent her personality, therefore boosting her confidence
Engaging visuals
Brands that she feels understand her
Convenience and flexibility
Pieces that elevate her look
Good deals

Challenges:

While she is less price-sensitive overall, good quality and fit usually comes with a price
Unless brand loyalty has been established, she avoids buying clothes from online, to avoid disappointment
Not one to venture out of her comfort zone

Bio:

Goals and Motivations:

To update her wardrobe to satisfy her changing of style and stay current at the same time
Curate a capsule wardrobe that is versatile, functional, and reflects their personal style.
To represent her personality, therefore boosting her confidence
Engaging visuals
Brands that she feels understand her
Convenience and flexibility
Pieces that elevate her look
Good deals

Challenges:

While she is less price-sensitive overall, good quality and fit usually comes with a price
Unless brand loyalty has been established, she avoids buying clothes from online, to avoid disappointment
Not one to venture out of her comfort zone

Muti-level journeys explorations

For each service, we create tailored journeys for each persona. Persona-Specific Insights with unique touchpoints for each persona, and service-Specific Insights that Align services with user needs. We categorized the journeys into 3 distinct levels. Combined Journey for an overarching view that integrates multiple channels and touchpoints, macro Journeys for high-level pathways that outline the main stages of the customer experience across channels, and micro Journeys for detailed interactions within specific touchpoints, highlighting individual customer actions and experiences.

Muti-level journeys explorations

We began by analyzing the individual generic shopping journeys for each persona to identify potential friction and pain points at every touchpoint through their goals, actions and rationalities.

We began by analyzing the individual generic shopping journeys for each persona to identify potential friction and pain points at every touchpoint through their goals, actions and rationalities.

We began by analyzing the individual generic shopping journeys for each persona to identify potential friction and pain points at every touchpoint through their goals, actions and rationalities.

Closely analyzing the goal, process, emotion, pain point, gain point, etc., of each step allows us to deeply empathize with our customers, leading to service improvements and stronger relationships.

Closely analyzing the goal, process, emotion, pain point, gain point, etc., of each step allows us to deeply empathize with our customers, leading to service improvements and stronger relationships.

Closely analyzing the goal, process, emotion, pain point, gain point, etc., of each step allows us to deeply empathize with our customers, leading to service improvements and stronger relationships.

We also created a holistic journey putting all 3 individuals into one combined map to identify touchpoints and their emotion changes throughout the journey.

We also created a holistic journey putting all 3 individuals into one combined map to identify touchpoints and their emotion changes throughout the journey.

We also created a holistic journey putting all 3 individuals into one combined map to identify touchpoints and their emotion changes throughout the journey.

Delving into the micro-levels of the journeys allows us to meticulously craft each touchpoint of the service, ensuring a consistent and high-quality experience that meets user needs at every interaction.

Key Targets

Through multi-level user journey analysis and comprehensive market research, We identified the Most Valuable Experience (MVE). This strategic approach ensured that the final product resonated with user needs and market demands.

Key Targets

1 Online first behavior

Beginning the buying journey online—whether to shop or research—is now the predominant choice.

1 Online first behavior

Beginning the buying journey online—whether to shop or research—is now the predominant choice.

1 Online first behavior

Beginning the buying journey online—whether to shop or research—is now the predominant choice.

2 In-Store Try-On

Fit-related challenges in online shopping directly affect customer satisfaction; try-on reservations close the gap

2 In-Store Try-On

Fit-related challenges in online shopping directly affect customer satisfaction; try-on reservations close the gap

2 In-Store Visit

Fit-related challenges in online shopping directly affect customer satisfaction; try-on reservations close the gap

3 Increased Store Traffic

Improves experience by combining personal attention with try-before-you-buy convenience.

3 Increased Store Traffic

Improves experience by combining personal attention with try-before-you-buy convenience.

3 Increased Store Traffic

Improves experience by combining personal attention with try-before-you-buy convenience.

Selected MVPs

Picked Solutions

1 BORIS (Buy Online Return In-store)

Fosters trust and encourages online purchases by removing return-related anxieties. This leads to increased satisfaction and loyalty.

1 BORIS (Buy Online Return In-store)

Fosters trust and encourages online purchases by removing return-related anxieties. This leads to increased satisfaction and loyalty.

1 BORIS (Buy Online Return In-store)

Fosters trust and encourages online purchases by removing return-related anxieties. This leads to increased satisfaction and loyalty.

2 ROTIS (Reserve Online Try In-store)

Allows customers to experience products before committing, leading to higher conversion rates and reduced return rates.

2 ROTIS (Reserve Online Try In-store)

Allows customers to experience products before committing, leading to higher conversion rates and reduced return rates.

2 ROTIS (Reserve Online Try In-store)

Allows customers to experience products before committing, leading to higher conversion rates and reduced return rates.

User Flow

User flows were created for various scenarios and use cases. The goal of the flows was to create a clear and easy-to-use experience for users.

User Flow

User flows were created for various scenarios and use cases. The goal of the flows was to create a clear and easy-to-use experience for users.

User Flow

User flows were created for various scenarios and use cases. The goal of the flows was to create a clear and easy-to-use experience for users.

In-store pickup/try-on

This design expands on the website's shopping section to include in-store pickup and try-on functionality. It offers a seamless way for customers to reserve items online, try them on in-store, and then purchase, bridging the online and offline shopping experiences.

In-store pickup/try-on

In-store pickup/try-on

Dual-cart system

The Dual-Cart system design introduces enhanced flexibility to the shopping experience. Customers can now manage separate carts for different purposes, like immediate purchase versus later consideration, improving organization and control.

Dual-cart system

Dual-cart system

In-store scan

Addressing the need for unified shopping experiences, this mockup allows customers to scan products in-store and access online details, reviews, and purchase options, creating a cohesive omnichannel journey.

In-store scan

In-store scan

Reflections and Learnings

New Challenge, New Insights: My previous UI/UX experience primarily focused on designing on-screen solutions, which typically addressed singular digital touchpoints. This project pushed me beyond on‑screen UX into omni‑channel design, requiring a holistic view of customer journeys across online and offline touchpoints. Balancing macro perspectives with micro details broadened my approach, deepening my understanding of how customer experience and business goals align.
The Value of Targeted User Interviews: While surveys capture broad quantitative data, user interviews uncover deeper insights through open-ended discussions. Since our project targeted California as the initial launch for omni-channel services, I deliberately engaged users in the US to reveal motivations, pain points, and nuanced behaviors often missed by surveys. These insights were vital for developing effective, user-centered solutions.
Project Conclusion Amid Business Challenges: In mid‑2024, Esprit’s closure ended our omni‑channel project early. However, my research and our team's stakeholder outreach laid essential groundwork for proving its strategic value. The project strengthened my adaptability, resilience, and ability to connect user insights with business needs, leaving a legacy that may inspire future initiatives.
Collaboration Across Roles: In our small team of 4, the 2 of us designers took full ownership of both the user research phases and the user experience design work. Collaborating closely throughout this process was incredibly rewarding—it deepened my skills and fostered a strong sense of shared ownership. Together, we navigated challenges, shaped insights, and translated them into cohesive omni-channel experiences. This partnership reinforced how essential close collaboration between designers is to driving clarity, alignment, and impactful solutions within a broader team.