Moss London

Custom Suit Configurator

Sartorial suit supplier Moss London approached us to enhance their Custom Suit Configurator, aiming to improve usability for both at-home customers and in-store stylists. While the existing tool was functional, it had low sales and limited engagement, acting more as a playful feature than a serious sales driver. The in-store version also lacked visual appeal and real-time interactivity, making it difficult for customers to view changes as they occurred.

Custom Suit Configurator

Approach

We conducted field research at MOSS’s Manchester flagship store, engaging with staff and observing customer fittings to understand the in-store stylist workflow and identify areas for improvement. Additionally, we reviewed data from Content Square to uncover user interaction patterns and pain points, and analysed competitor configurators to pinpoint best practices and innovative features. These insights were compiled into a presentation for MOSS stakeholders to guide the redesign of the Custom Suit Configurator.

Journey Mapping

By mapping the configurator journey, we tailored the experience to different entry points (online vs. in-store, homepage vs. product page), ensuring a cohesive and satisfying user experience. We simplified the process by organising the configurator into Parent steps (e.g., Jacket, Trouser) and Child steps (e.g., Fabric, Buttoning), allowing users to focus on one feature at a time. Identifying similarities among Child steps also enabled us to group them into templates, streamlining the workflow and creating a more efficient and cohesive design.

Design System

With multiple services such as Moss Hire, Moss Box Subscription, the Custom Configurator tool, and in-store digital points of sale, there was no central source of truth for tone of voice. We led the production of a Design System to establish visual consistency across all platforms. By developing reusable brand and UX components, we ensured a cohesive and recognisable customer experience, resulting in a unified user journey and a strong foundation for future design and development initiatives.