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UI UX DesignE-Commerce

India’s leading innerwear & lifestyle brand

Jockey

From Jockey’s core e-commerce experience, we redesigned the digital journey to improve product discovery, navigation, and purchase decisions.

Project Overview

Building a data led Jockey experience
to improve discovery, cart value,
and conversion.

We revamped Jockey’s core e-commerce experience using research and performance data to improve navigation, product discovery, and purchase journeys.

IndustryFashion & Lifestyle, E-commerce
ServicesUX Design, UI Design, Interaction Design, Motion Design, Creatives
PlatformDesktop, Mobile
Jockey website experience on a phone

An intuitive e-commerce
experience focused on easy
discovery, product selection,
and effortless checkout.

The Challenge

Jockey’s digital experience needed to reduce cart abandonment and improve product visibility.

From challenge to redesign

We knew what
the brand wants
to change.

but didn't what
the users want.

Research & Discovery

Understanding users, business goals, and existing experience before defining the redesign direction.

Stakeholder
Interviews

Aligned business goals, challenges, priorities, and expectations through direct stakeholder conversations.

01
Stakeholder interview board

UI
Research

Reviewed the existing Jockey experience to identify usability gaps and opportunities across key journeys.

02
Jockey website audit

Quantitative Surveys

Used measurable user feedback to understand behaviours, preferences, and important decision points.

03

75%

Users discouraged by lengthy registration

IA & Wireframes

Structured information and mapped key journeys into wireframes before moving into the final interface.

04
IA and wireframe exploration
Comfort that moves with youComfort that moves with you
JockeyJockey

JOST

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Aa

JOST typography
Jockey — Crafted for real lifeJockey — Crafted for real life
Jockey international
Before
After
The Redesign

We redesigned Jockey’s core digital experience around clearer navigation, product discovery, evaluation, and purchase journeys.

01

Homepage & Navigation

Modernized the homepage, highlighted key products and promotions, and improved access to all product categories.

Before
After
Before
After
02

Product Listing Page

Expanded product visibility with stronger visual hierarchy, alongside improved filters and sorting for easier product discovery.

03

Product Detail Page

Modernized the homepage, highlighted key products and promotions, and improved access to all product categories.

04

Checkout Process

Streamlined checkout with guest checkout, auto-fill, secure payment gateways, and clear progress indicators to reduce friction.

Design Innovation

Smarter interactions designed to simplify access, improve outfit discovery, and make product selection easier.

75%

user drop-off reduced after redesign

Jockey accessories menu
Jockey men innerwear menu
Jockey women categories menu
Hamburger Menu

Simplified navigation gives users
clearer access to categories and
key product sections.

Hotspot Section

Explore complete outfits through interactive hotspots, making individual products easier to discover.

Women’s Soft Touch Microfiber Elastane Stretch Straight Fit Solid Shorts Treatment - Black

Color Selection

Discover products through color based browsing with a more visual selection experience.

Measurable Impact

The redesigned experience significantly improved engagement, conversion, and average cart value across Jockey’s digital journey.

+392%

Engagement Rate

+41.2%

Conversion Rate

+9.3%

Average Cart Value

The Outcome

A redesigned Jockey Classic experience strengthened discovery, purchase journeys, cart value, conversion, and overall digital performance.

Idea to impact :Our work

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Designing a seamless swimwear
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