Building a digital-first customer experience
Montreal-based ALDO Group asked Work & Co to elevate its brand—and make the shopping experience faster, mobile-first, and more social—via a series of new digital products. We began our partnership with ALDO’s first e-commerce website overhaul in a decade, giving shoppers across the U.S., Canada and 10 other global markets a more premium, responsive way to shop. Our relationship grew into broad customer-experience strategy, including in-store and sales associate touchpoints, content integration, and a new loyalty program.
What We Did
- Product strategy and roadmapping
- Design and art direction
- Content strategy
- Solution architecture
- Responsive web development & QA
“We chose Work & Co because we knew they would create an end-to-end, beautiful, ownable retail ecosystem that also really performs. Working on a daily basis with our UX team in a fast-paced, iterative manner—almost "live" design—while developing the site with our technology team changed our process for the better.”
“E-commerce sales are increasing year-over-year and currently account for between 15 and 20 percent of total revenue...a direct result of an improved user experience on mobile and desktop.” Read more
“[The] bespoke approach was coupled with a collaborative design and technological philosophy, which brought disciplines—design, motion, technology—together.” Read more
ALDO’s head of omnichannel and Work & Co Product Management Partner Rachel Bogan discuss customer experience best practices in this special report. Read more
“At ALDO we are constantly pushing for every aspect of our e-commerce experience to feel dynamic, engaging and really human.” Read more
3 Big Takeaways
Balancing inspiration with conversion
Reaching More Customers
ALDO was an early e-commerce success. But e-commerce had changed, and the company’s website needed updating. We worked together to create a new site optimized around today’s most important opportunities, like search traffic, social media, and mobile shopping. The site is built with a scalable design system that helps ALDO serve customers across all touchpoints and all devices. A custom typeface, social integration, and photography style guide help make the brand feel more modern.
Instead of starting by designing the homepage, we looked at real user behavior and put together a strategic project plan. We wanted to spend the most time on the most important pages of the site.
Most users go directly from search and social to a product landing page or category page, so we designed and tested those pages first. About half of online shoppers buy from their phones, so we focused on creating a simple mobile shopping experience and fast mobile checkout.
Dynamic Content Delivery
For more flexibility and freedom across the entire site, we developed the front-end in a componentized way, supported by a robust CMS. The experience architecture was crafted to extend to other brands under the ALDO umbrella, including sister brand Call it Spring or to launch new sub-brands, like ALDO Mx.
An open technology framework
We developed the ALDO digital ecosystem to work for online shoppers, in-store shoppers, and retail associates. We also performed extensive user testing during development to make sure our digital products ran smoothly, and we built our site to integrate with ALDO’s in-store associate apps. Those apps optimize inventory so associates can spend more time helping customers.
New modes of in-store shopping
We did weekly research to understand ALDO customers and set a vision for the future retail experience. Customers prefer their own phones to in-store tablets, so ALDO is prioritizing a mobile shopping tool. Customers like getting hands-on help from real people, so new employee tools will help automate workflows and free up retail associates’ time.
Get In Touch
Interested in learning more about ALDO or any other projects? Reach out to firstname.lastname@example.org.