HanesInk by HanesBrands
A New Ecommerce Business

Project Scope

Market Research
Competitive Research
User Testing
Business Strategy
Technical Strategy
Information Architecture
Content Strategy
Brand / Identity Design
User Experience Design
Visual / UI Design
Copywriting
Usability Testing
Front-end Development
Ecommerce Platform Integration
Accessibility Assessment
Email Strategy

OPPORTUNITY

HanesBrands acquired an apparel printing company. This acquisition opened the doors for them to create a new fully ecommerce-based business unit that would provide custom printing on Hanes and Champion apparel. Our team was brought in on day one to work with the Hanes business, marketing, and technology teams. We started and completed this engagement as one integrated team at the enterprise level. Our role was to help develop the business' strategic direction, brand and ecommerce experience. 

SOLUTION

We represented the user and contributed ecommerce expertise throughout an intensive discovery process that began with numerous stakeholder workshops. 

This discovery led us to identify four areas of opportunity for the business: high school team & club apparel, college apparel, fundraising initiatives and individual/small group purchasers.

We designed a responsive site experience composed of five verticals - one for each target market and a marketplace vertical where customers could purchase products designed by other users or Hanes designed graphic apparel. All the verticals, except the marketplace, include a consistent design tool that allows users to apply pre-made design templates, uploaded images and/or text elements to any available apparel. 

With such a diverse product offering and target audience we created a family-friendly brand that champions fun and creativity.

We worked through 20 two-week sprints to complete the UX design, brand design, UI design, and front-end development for the project.