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Shop by Gender UX

After reviewing the analytics of the site's most shoppable homepage banner, it was discovered that while the click-through rate was very high, the banner did not embrace one its most vital shoppers - women. In fact, the research proved that while many of the products sold were for males, the majority of the shoppers were females buying these products for their significant other. And, since the current banner only featured a male model, the need for a more gender inclusive version was clear. Maintaining the look that the customers had become accustomed to, I redesign the interface to include an animated male/female toggle which channeled the user experience by gender. The result was a significant increase the site’s overall conversion rate amongst female shoppers for key products designed for women.