AllSaints

The cult fashion brand with an East London edge and global appeal, required a digital overhaul that captures its innovative aesthetic and superb craftsmanship.

We conducted field research at MOSS’s Manchester flagship store, talking to staff and observing customer fittings to understand the in-store stylist workflow. We reviewed data from Content Square to identify user interaction patterns and pain points. Conversations with in-store staff provided insights into what worked and areas needing improvement. We also analyzed competitor configurators to identify best practices and innovative features. These findings were compiled into a presentation for MOSS stakeholders to guide the configurator redesign.

Our competitor analysis informed the photography team and relevant stakeholders the ideal video length to show a decent snapshot of the product without negatively affecting page load speed and what competitors use Vimeo to host their videos versus hosting on the site.