Champion

Evolving an Iconic Brand for a New Generation

With Gen-Z and the world trending towards online purchases, social media has transformed the landscape and expectations of shoppers.

At a pivotal moment where Champion could capitalize on their cultural boom with online shopping they trusted Code and Theory to lead strategy and design for a reimagined e-commerce experience built for a new generation.

Impact

  • +26% Increase in average revenue / user
  • +17% Increase in average order value
  • 3X Gold Winner in the Indigo Awards across Website Design, Digital Design and UX, Interface & Navigation
  1. Built a product roadmap driven by data
  2. Delivered an Ecommerce experience centered around Gen Z
  3. Crafted a scalable content & design system
  4. Beat holiday rush with a 6 month launch
Style Tile Champion

With Gen-Z and the world trending towards online purchases, social media has transformed the landscape and expectations of shoppers.

At a pivotal moment where Champion could capitalize on their cultural boom with online shopping, YML executed an e-commerce approach for a newer generation.

Data X Design

To transform their experience, Champion sought quick wins and optimizations. To identify those opportunities, we analyzed key journeys and conversions. By utilizing segmentation (one-time buyers vs. repeat visitors, etc.) — we were able to create experiences that convert and created brand affinity.

Expanding Audiences: Gen Z in the Spotlight

Social-savvy Gen Z shops differently, using apps like TikTok and Instagram. Our insights showed some of their habits include: shopping an entire look from head-to-toe. Knowing that, we created a responsive experience that paired with their native behavior.

We created ‘Shop the Look’ so that customers can purchase multiple items in a few taps without leaving the page — providing them with a quick and easy order experience.

Shop the Look

We created ‘Shop the Look’ so that customers can purchase multiple items in a few taps without leaving the page — providing them a quick and easy order experience.

Champion Shop the Look

The Power of Product

Product presentation and product descriptions helped us to ensure consistency across all pages - from custom-made icons that make product benefits more scannable to amplifying user-generated content and reviews.

Add Anywhere to Bag

To boost conversion, we shortened the purchasing journey by allowing customers to “Add to Bag” from anywhere. This allowed customers to shop and add products at every touchpoint, which increased average order values by nearly 20%.

Style Tile Champion
“You’re not only managing change, but leading change.”
| Brent Hoover, VP, Champion
Champion Tech Stack 4

Build to Scale

We created a comprehensive UI kit for Champion's flagship digital store, including icons, buttons, and more, built with scalability in mind for future implementation across the entire Hanes brand portfolio.

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Amazon

Ads that work as hard as you do

Code and Theory developed the integrated, global campaign connecting Amazon Ads with small businesses everywhere.

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  • Proved Amazon Ads are made to match the right person, with the right business, right away.
  • Doubled traffic to Amazon Ads' dot com destination.
  • Produced a global, integrated campaign in less than six months.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

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Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

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  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems
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Recognition

  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing
  • Code and Theory

    Innovation by Design

    Design Company of the Year
  • Code and Theory

    Ad Age

    Agency A-List
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Allspring

Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

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  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

All Work

 2023

Says a Lot —

Latest

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CampaignLive | Behavior as a prompt: Why AI’s ability to anticipate will change business forever

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Code and Theory Wins Three Drum Awards For AI, Creativity, and UX with YETI and Tipico

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Under Armour Launches UA Rewards with Masterclass-style Video Series, in Partnership with Code and Theory

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Figma Names Code and Theory as Launch Partner in New Service Partner Program

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Scout by Sutter Health™ Launches an App Focused on Resilience Building for Youth and their ‘Champions’, Built by Code and Theory

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Code and Theory Network Wins Six W3 Awards

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Facing the Future: A Guide to AI and Design Transformation

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Amazon Ads Debuts First Small Business-Targeted Campaign