Redesigning Fitbit's E-commerce Customer Experience
- ClientFitbit
- IndustryConsumer Product · Tech · Health & Wellness
- ServicesCustomer Experience · Technology · Marketing
- CapabilitiesCustomer Experience · Personalization Strategy · Product & Experience Strategy · Experience Design · Customer Journey Mapping · Campaign Development · Data mapping to user journey
Fitbit's approach to e-commerce redesign
Having not re-designed for several years, Fitbit was well behind in e-commerce best practices. As a result, Fitbit tapped Code and Theory to build out a phased re-design of their site, delivering a brand new design system that leverages motion and interaction to enhance fitbit.com.
Key Takeaways
Enhanced Customer Engagement and Conversion
Innovative Personalized Shopping Experience
Strategic E-commerce Growth Achieved
Fitbit Personalized Shopping Experience
The result of our work is a personalized shopping experience that balanced inspiration and exploration with conversion while adding extra utility and personalization for existing Fitbit users and customers. We developed a rich evolution of their existing brand elements and created a bold, type driven, but playful look through the use of color blocking, and delightful interactions. An overall reduction in copy and visual clutter helped elevate their photography and focus the user on finding the right product for them.
A Personalized Experience
In order to help customers pick up where they left off and add extra utility for existing users, we surfaced dynamic content such as their app dashboard, quiz recommendations and recently viewed items.
Built for Exploration and Conversion
All features across the site were designed with the goal in mind to enable customers to identify the right product for them, customize its look and guide them through the purchase funnel. We designed a seamless, 360° product feature, giving users the ability to customize the product look by matching different types of bezels with a variety custom band options while checking out the product at all angles. To simplify the purchase experience, we designed a focused and guided checkout flow that balances up/cross selling of products based on the customer’s existing cart with the need to minimize friction across the three step flow.
What We Did
eCommerce
Enhanced online shopping experience for users.
Platform
Developed a robust backend to support scalability.
Customer Experience
Improved navigation and user engagement.
Technology
Integrated advanced analytics for better insights.
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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