Innovation, Data, and Design - Driving Growth and Conversion

For over a century, Levi’s has set the standard for denim and casual wear. The brand’s reputation for producing garments that combine quality, durability, and style has helped Levi’s maintain its position at the forefront of fashion.

This success is built on a foundation of core values that include sustainability, ethical production, and an unwavering focus on the consumer’s needs.

Levi’s business model is grounded in the idea that every garment should not only look good, but also feel good—both in terms of comfort and the knowledge that it was produced responsibly. The company’s ongoing commitment to accessible pricing ensures that the Levi’s experience is within reach for a diverse array of consumers.

As Levi’s Australia was entrusted with the mission to drive regional growth, it recognised the importance of a strong connection with local customers. Unlike in some international markets, Australian consumers bring unique preferences, expectations, and buying behaviours to their interactions with the brand.

Levi’s Australia sought to amplify these local connections by raising the standard of digital experiences, reflecting the brand’s heritage while forging new pathways for engagement in an increasingly competitive online environment.

Greg’s mandate was to redefine the online consumer journey for first-time buyers, creating a pathway that was both inviting and intuitive.

Step 1: Data Analysis

The first step was a robust analysis of behavioural data, focusing on first-time consumers who arrived at the Levi’s site without searching for “Levi’s” terms.

Greg also relied heavily on qualitative insights. By examining consumer feedback, interviews with Store Managers, incoming emails, and social interactions, consumer frustrations were defined.

This holistic approach to customer-centric data allowed Greg to diagnose where the “experience chaos” was happening on the Levi's site and WHY it was happening.

This created a comprehensive understanding of the barriers to purchase.

Step 2: UX Design Planning

With a clear picture of user pain points, the next phase was a meticulous wireframing process.

Led by Greg, a collaborative process worked to create entirely new consumer journeys crafted to appeal to a broader audience, ensuring that even first-time visitors could find, understand, and purchase the right jeans with confidence.

The UX design process incorporated eCommerce best practices, simplifying end-to-end buying experiences across all device types.

Step 3: Stakeholder Engagement

To achieve buy-in for the new digital journeys, Greg presented the wireframes and consumer journeys to key decision-makers across the globe.

This collaborative approach ensured that every aspect of the redesign aligned with Levi’s high standards and brand values.

Step 4: Implementation Across Global Teams

Executing a comprehensive UX plan is a complex endeavour, particularly when it involves technical teams located in multiple countries and speaking different languages.

Greg collaborated closely with these teams, providing detailed guidance to ensure that every nuance of the wireframes was translated accurately.

Step 5: User Acceptance Testing (UAT)

Given the scale of changes—and the diversity of teams involved—Greg placed a strong emphasis on User Acceptance Testing.

This phase validated that every element built matched the original UX design plan precisely.