Indochino
Designing customer-centered digital experiences that simplify the custom tailoring journey while improving discoverability, decision-making, and conversion.
- Role
- Digital Product Designer
- Focus
- eCommerce UX · Content Strategy · AEO/GEO · Conversion Optimization
- Deliverables
- Collection Pages, Educational Content, Landing Pages, SEO Experiences
- Timeline
- Ongoing Engagement
- Team
- Design, SEO, Product, Development
Overview
Indochino is a leading made-to-measure menswear brand that combines custom tailoring with modern eCommerce. As the digital experience evolved to support growing product lines and customer expectations, the platform needed to balance personalization, usability, and conversion at scale.
Problem
Indochino's customer journey exists across both digital and physical touchpoints. Customers researching custom suits online needed better education around fit, fabrics, customization, and occasion-based purchasing, while the business still relied heavily on showroom appointments to deliver its premium tailoring experience. The challenge was designing digital experiences that increased confidence and conversion without replacing the human expertise and value of the showroom experience.
How Might We
How might we create digital experiences that help customers confidently navigate the custom tailoring journey while strengthening the connection between online research and the in-person showroom experience?
01
Navigation & Discovery
Problem
Customers arrived at Indochino with very different goals—from finding wedding attire and booking showroom appointments to learning about tailoring, customization, and the brand itself. Initial usability testing revealed that users often struggled to locate educational resources, understand where to begin the tailoring process, and confidently browse categories outside of formalwear.
Research Insights
Testing across multiple participants uncovered several recurring patterns:
- Users consistently gravitated toward showroom booking and educational content before committing to a purchase.
- The “Get Started” label created uncertainty, with many participants unsure whether it led to tailoring information, shopping, or a personalized experience.
- Wedding navigation felt overly complex, with users preferring more curated pathways and broader starting points before narrowing their selections.
- Casual wear was difficult to discover, and users rarely relied on search as a fallback.
- Company information, tailoring guidance, and return policies were frequently sought in the footer rather than the primary navigation.
Solution
Using these insights, I redesigned both desktop and mobile navigation experiences to create clearer pathways between product discovery, educational content, showroom services, and customer support. The updated navigation prioritized customer intent, simplified category exploration, and strengthened connections between digital research and the in-person tailoring experience.
02
Local Digital Showroom Experience
In a made-to-measure business model, the retail showroom is one of the most critical touchpoints in the customer journey. For most customers, however, that journey begins on a Google search results page, not at the showroom door. By transforming static location pages into Dynamic Local Landing Pages, we moved from simply providing information to actively capturing local intent.
Problem
Indochino's showroom pages functioned as static contact cards, offering limited education about the custom tailoring experience. Customers needed more guidance around fit, customization, pricing, and appointments, while the business needed stronger local discoverability and clearer pathways to conversion.
How Might We
How might we transform showroom pages into educational, conversion-focused experiences that build trust, improve local discoverability, and drive more qualified showroom appointments?
Key Areas of Focus
Visibility
Ensure Indochino appears in the Google "Map Pack" when users search for a suit in their specific neighborhood.
Education
Onboard new users who land directly on location pages and may not understand the custom suiting process or its best use cases.
Trust
Use local social proof, upscale showroom imagery, and staff profiles to humanize the brand and lower the barrier to booking.
Conversion
Integrate sticky CTAs, reviews, FAQ content, and streamlined booking experiences to reduce friction and increase appointment confidence.
03
Tailor's Kit
Designed a fabric swatch kit experience that lets customers feel the material before committing to a made-to-measure suit. Eight hand-picked swatches and two tape measures ship straight to the customer's door, with the $29 cost fully credited back on a suit purchase.
Problem
Online suit shoppers can't touch or feel fabrics before buying, which creates a "tactile gap" that leads to hesitation, higher return/remake rates, and missed conversions. The existing Tailor's Kit page relied on endless scrolling and modal-heavy friction, making it hard for high-intent customers to quickly discover, compare, and commit to ordering a kit.
How Might We
How might we turn the Tailor's Kit page into a high-intent lead generation engine that lets customers confidently experience fabrics at home while clearly communicating the $29 risk-free credit?
Key Areas of Focus
Discovery & Filtering
Multi-faceted sorting and filtering so customers can quickly narrow hundreds of fabric options by color, pattern, occasion, season, and more.
1-Click Swatch Builder
Direct 1-click tile additions and curated 8-swatch pre-set starter kits that remove decision fatigue and speed up kit creation.
Sticky Selection Drawer
A persistent selection drawer that provides real-time feedback toward the 8-swatch goal and surfaces the $29 credit as progress is made.
Risk-Free Credit Clarity
Clear, early communication that the $29 cost is 100% risk-free and credited toward a subsequent suit purchase, reducing perceived friction.
04
PDP Optimization
The shopping experience for made-to-measure apparel creates significant cognitive friction due to the unique complexities of the MTM purchase journey. The goal of this work was to deliver an optimized, accessible mobile PDP template that reduces confusion, respects accessibility standards, and cleanly guides users toward either a digital purchase or a showroom appointment.
Problem
Customers struggled to understand how made-to-measure apparel differed from off-the-rack alternatives, leading to uncertainty around sizing, patterns, and execution. Product pages presented dense walls of promotional, educational, and transactional information, while the dual paths to purchase — buy online or book a showroom appointment — were not clearly separated, increasing the risk of decision paralysis.
How Might We
How might we design a mobile PDP template that demystifies made-to-measure, organizes complex information into scannable containers, and cleanly separates the digital commerce path from the retail showroom path?
Key Areas of Focus
Demystify MTM
Explicitly contrast custom apparel against Off-The-Rack (OTR) options to eliminate confusion around sizing, patterns, and execution.
Streamline Information Density
Organize promotional, educational, and transactional data into clean, scannable visual containers that respect strict accessibility standards.
Dual-Funnel Conversion
Clearly separate the Digital Commerce Path from the Retail Path so customers can confidently choose between buying online and booking a showroom appointment.
Mobile-First Accessibility
Build the template around mobile constraints and accessibility requirements so all customers can navigate the MTM decision with clarity.
05
Membership Experience
Designed a membership landing page experience that communicated the value of Indochino's made-to-measure ecosystem beyond a single purchase. The experience combined personalized benefits, measurement profiles, member-exclusive pricing, and educational content to encourage account creation and strengthen long-term customer relationships.
Problem
Many customers viewed Indochino as a one-time purchase rather than an ongoing tailoring relationship. The challenge was creating a clear value proposition that encouraged account creation, highlighted the benefits of storing personalized measurements, and demonstrated the long-term advantages of becoming an Indochino member.
How Might We
How might we create a membership experience that communicates the value of personalization, increases account creation, and encourages long-term engagement with the Indochino ecosystem?
Key Areas of Focus
Personalized Shopping
Highlighted saved measurements, customization preferences, and streamlined reordering experiences to demonstrate long-term convenience.
Member Benefits
Created clear pathways for communicating exclusive pricing, early access opportunities, and membership perks.
Education & Differentiation
Positioned made-to-measure tailoring as a premium alternative to off-the-rack apparel through educational content and comparison frameworks.
Retention & Loyalty
Designed account-first experiences that encouraged customers to return, reorder, and build an ongoing relationship with the brand.
Objectives & KPIs
Without finalized performance data, the work was framed around clear objectives and measurable KPIs that the redesigned experiences were positioned to move.
PDP Clarity & Conversion
Reduce cognitive friction by demystifying MTM vs. OTR, organizing dense product information, and cleanly separating the digital commerce path from the showroom retail path.
Organic Local Traffic
Increase Sessions and Unique Users from organic search by ranking for long-tail "near me" keywords and neighborhood-specific suit queries.
Google Map Pack Actions
Increase Directions Started, Calls, and Website Visits tracked via Google Business Profile by improving local rankings and schema implementation.
Appointment Conversion Rate
Improve the percentage of page visitors who click Book Appointment, get directions, or call through sticky CTAs, reviews, and relevant FAQ content.
Brand Onboarding & Engagement
Improve Bounce Rate and Average Time on Page by surfacing NAP, maps, upscale showroom imagery, and educational content for users in the consideration phase.
Dual-Funnel Optimization
Balance the Digital Commerce Path and Retail Path so customers can confidently choose between purchasing online and booking an in-store appointment without paralysis.
Key Takeaways
Balancing Complexity and Usability
Working on Indochino reinforced the importance of simplifying complex user flows without removing the depth required for customization. This balance between guidance and flexibility became central to how I approach product design for experiences that require both education and decision-making.
Next Project
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