Topshop's bread and butter is the range of jeans it sells, but what if people don't know the difference, or which ones to get? Getting something that fits and suits you is hard enough, but throw into the mix that you're buying it online, and it seems almost impossible.
With no development budget but a large amount of information to get across to help these users, I created a flexible hub that includes imagery, video, fit guides and social proof to help consumers make the best choice for them. Working with data from the Analytics team, I created personas, journey maps and wireframes to capture the most useful (and SEO-friendly) information to help match people with the jeans of their dreams.
UX | Journey Maps | User Flows | Personas
See it in action here.