CAASTLE: HAVERDASH
Aesthetics forward acquisition (afa)
Enhancing user engagement and conversion by curating personalized collections based on aesthetics and user preferences.
PROJECT OVERVIEW
At CaaStle, we identified a challenge for Haverdash users: they were struggling to quickly understand the value of the subscription service. Simply introducing prompts for value estimation was not enough to engage users effectively. We realized that in order to help users feel confident that they were in the right store, we needed to appeal to their specific aesthetics. I led the design efforts for implementing the Aesthetics Forward Acquisition (AFA) feature on Haverdash, which personalized the user experience by offering curated, custom collections based on individual tastes and preferences. This approach improved the overall engagement, conversion rates (CVR), and click-through rates (CTR) on the platform.
the design process
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To effectively curate personalized collections, I began by researching popular brands that resonated with Haverdash's target audience. I analyzed what elements of these brands attracted users, particularly focusing on their custom collections and their visual appeal. By examining the most frequently clicked content and reviewing UX research on high-performing brand websites, I gained insights into what works best in creating a compelling, user-centric experience.
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After understanding user preferences and brand inspirations, we developed a strategy to showcase custom collections for different events, seasons, and occasions. These curated collections were designed to directly appeal to the aesthetic preferences of the user, creating a more engaging and relevant experience from the moment they arrived on the site.
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I led the design of the AFA feature, focusing on the user interface for a “closet view” carousel. This carousel displayed custom collections tailored to the user's aesthetic, allowing them to instantly see clothing options that felt right for their style and needs. The carousel was designed to be visually appealing and easy to navigate, offering users the feeling of browsing a curated collection, enhancing their shopping experience.
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Working closely with the marketing team, we ensured that the AFA feature was seamlessly integrated into the site. The team played a key role in crafting messaging around these curated collections, aligning with the user’s lifestyle, season, and occasion. Together, we ensured that the feature was not only visually cohesive but also strategically positioned to drive conversions and user interaction.
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After launching AFA, we closely monitored the performance metrics, focusing on conversion rates (CVR) and click-through rates (CTR). The results showed a significant improvement in both metrics, validating that personalized, aesthetic-driven experiences resonated with our users and led to greater engagement with the platform.
THE RESULT/impact
The Aesthetics Forward Acquisition (AFA) feature successfully personalized the user experience on Haverdash, leading to a noticeable increase in engagement. By offering curated collections based on user aesthetics, we saw a dramatic improvement in conversion rates (CVR) and click-through rates (CTR). Users felt more confident in their selections, and the platform became more attractive and relevant to their tastes, resulting in improved retention and satisfaction.
