Gina Tricot

E-commerce for true digital natives

Females of the “Gen Z” generation are true digital natives, born after the widespread adoption of digital technology.

One can argue that this is a generation characterized by hyper-cognition, where collecting and cross-referencing a lot of information at the same time is part of their daily life. Gone are the days when you could count on young girls giving shopping their full attention in one physical space. Today’s shopping behavior is much more fragmented, with chatting with friends, paying bills and window-shopping is all going on at the same time. This generation is (unintentionally) always somewhere in the “continuous buying funnel”.

Your most inspiring and fun BFF

We wanted a digital interface where people could experience the voice of Gina through all interactions. A mobile-first UX was crafted that could deliver a smooth shopping experience as well as a playful, unexpected experience. From icons to copywriting and photography, everything should breathe “Gina”: your most inspiring and fun BFF, who you can always rely on when it comes to fashion!

Conversational elements throughout the site navigation, as well as bold statements mixed with encouraging micro-copy were added to enhance the feeling of the fun and easy-going friend.

Streamlining and safeguarding Gina Tricot's customer log-in flow

Together with Gina Tricot we redesigned the online log-in flow for a smooth, more streamlined user experience. The new and improved solution entails adding personal identification on top of email information to the registration process as well as providing an 8-digit code for each log-in for heightened data security.

This complex solution required an extensive testing phase that resulted in zero bugs after launch. Moreover, the minimal and streamlined flow improves the customer journey by not requiring the user to create a password. By skipping all unnecessary steps, Gina Tricot can offer its customers a smooth, friction-free shopping experience.