Moss London

Transforming The Customiser Experience

MOSS had an existing Custom Suit Configurator that, while functional, struggled to drive meaningful engagement or sales. The tool functioned primarily as a novelty feature rather than a core revenue driver. The in-store version suffered from limited interactivity, preventing customers from visualising their customisation choices in real-time, creating friction in both the at-home browsing experience and the in-store consultation process.

Custom Suit Configurator

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Transform the Custom Suit Configurator into a high-performing sales tool that serves two distinct user groups: self-guided customers exploring options independently online, and in-store clients working collaboratively with MOSS stylists. The solution needed to deliver an intuitive, engaging experience that reflects the craftsmanship inherent in MOSS’s tailoring services, with success measured by increased engagement, improved conversion rates, and seamless adoption by in-store teams.

Approach

Conducted field research at MOSS’s new flagship store in Manchester, interviewing store staff and the Head of Stores to understand the in-store stylist’s workflow. I observed customer fittings first-hand, gaining invaluable insights into how the configurator needed to support real-world consultations. Collaborated closely with the Head of Design and Head of E-commerce to align on business objectives and brand vision, ensuring the redesign would serve both commercial goals and customer needs.

Reviewed existing data from Content Square to identify user interaction patterns and pain points with the current tool, uncovering where customers were dropping off and what features were underutilised. Analysed competitor configurators across the fashion industry to gather best practices and innovative approaches that could elevate the MOSS experience beyond industry standards.

Presented research findings and strategic recommendations to MOSS stakeholders, establishing a clear direction for the redesign that balanced commercial objectives with user needs and operational realities.

From Complexity to Clarity

The solution restructured the configurator around a Parent-Child hierarchy, organising customisation into high-level categories (Jacket, Trouser, Waistcoat) with focused sub-steps beneath. Recognising patterns across multiple Child steps allowed me to develop reusable templates that created consistency while reducing design and development overhead, transforming overwhelming choices into digestible, sequential decisions.

MOSS’s existing Design System became the foundation for visual and functional consistency across the website ecosystem. High-fidelity mockups brought the vision to life, followed by collaborative review sessions with stakeholders that refined the design iteratively before comprehensive handoff documentation ensured smooth implementation by the development team.

outcome

The redesigned configurator delivered a significantly more intuitive experience that transformed a fragmented process into a clear, guided journey. The Parent-Child architecture reduced decision fatigue while maintaining the depth of choice that defines true customisation. In-store teams gained a responsive tool that enhanced stylist-customer interactions, and the Design System integration ensured brand consistency across all touchpoints.

The result positioned MOSS’s configurator as a genuine commercial asset, creating a foundation for increased engagement and conversion across both digital and physical retail environments.