AllSaints, a British fashion brand with a distinctive East London attitude and a global cult following, needed a digital experience that matched its reputation for innovative aesthetic and craftsmanship. Despite strong brand identity and messaging, the legacy platform had created fragmented customer funnels and misalignment across departments, resulting in an inconsistent online presence that failed to reflect the brand’s premium positioning.
AllSaints
multi-platform digital transformation
brief
Lead the end-to-end UX/UI strategy for AllSaints’ migration to Salesforce Commerce Cloud (SFCC), encompassing both website and mobile app. Implementing UX best practices while honouring AllSaints’ distinctive aesthetic, with particular focus on streamlining the purchase journey and optimising the checkout process. Unify fragmented touchpoints into a cohesive digital ecosystem, addressing critical usability issues and ensuring all departments are aligned around a singular customer experience vision.
Approach
Facilitated and led cross-functional workshops with internal AllSaints teams, working closely with the Head of Design and Senior Content Manager to ensure all solutions upheld the brand’s aesthetic integrity and implemented proven UX/UI best practices. Acted as the primary liaison between AllSaints and the agency partner Astound, maintaining clear communication channels and strategic alignment throughout the project lifecycle.
Conducted comprehensive competitor analysis of premium fashion brands, extracting data-driven insights from Google Analytics to inform strategic design decisions. Mapped customer journeys across competitor platforms on both mobile and desktop, identifying the most effective navigation patterns for bag and checkout experiences.
Led research to optimise taxonomy and tailor content specifically for app users, ensuring the mobile experience was purpose-built rather than adapted from web patterns.
Conversion-Focused Improvements
Checkout optimisation workshops surfaced additional requirements, for which I proposed solutions grounded in best practice: integrating Apple Pay to reduce cart abandonment and introducing a Quick Add function to increase Average Order Value. Additional enhancements included enabling direct product attribute editing within the bag, implementing an information summary to reduce customer backtracking, and incorporating content slots for delivery, returns, and sustainability messaging to build transparency and confidence.
Outcome
The AllSaints purchase journey was transformed from an overly complex, multi-step process into a seamless experience with intuitive navigation, clear signposting, and significantly fewer steps to completion. These strategic changes streamlined the user experience and optimised conversion pathways across both web and app platforms.
The successful migration to SFCC established a unified digital foundation that aligned previously fragmented departments, enabling AllSaints to deliver a premium customer experience consistent with its brand positioning in both UK and international markets.
