Originally founded in 1853, Levi’s (Levi Strauss & Co.) is one of the world's largest apparel companies and a global leader in jeans. With a reputation for being a trendsetter and icon in the world of denim, we needed to stay true to its roots.

Levi’s needed to improve the user experience of their online store. Our BCGDV team provided extensive research for the audience, potential customers, and the denim industry. This research laid the groundwork for creating essential user profiles that shaped the site’s overall flow and experience.

We delved into critical site sections – homepage, department, category, and product pages — deconstructing and testing various user flows to craft wireframes. A/B testing was conducted on proposed UI mock-ups, and customer interviews were conducted with a diverse range of demographics. In my role as UI Designer, I pushed the limits of their brand guidelines to establish new visual aspects in the redesign.