Mango Outlet CRO micro-optimizations
Redefining Mango Outlet’s digital strategy by designing tailored UX improvements to drive sales and address business-specific challenges—while maintaining technical and brand synergy with the main Mango e-commerce platform.
Understand
In this phase, I focused on gaining a deep understanding of the business challenges and key differences between Mango and Mango Outlet. I analyzed user behavior through data and explored user needs and motivations via targeted surveys, which helped me define Mango Outlet’s user archetypes. I also conducted benchmarking to gather best practices.
Explore
In this phase, we began crafting and prioritizing ideas in collaboration with the team and stakeholders to develop a strategic roadmap. Additionally, I laid the foundations for the design system to support the implementation of the initiatives.
Materialize
In this phase, we validated our hypotheses by conducting A/B tests on the small CRO initiatives we crafted. This allowed us to gather valuable insights and iterate on the designs to further optimize the user experience.
Impact
- All the initiatives implemented contributed to a net sales revenue of €5.5M, surpassing the initial target of €3.9M.
- Several initiatives developed for the Outlet were successfully implemented on the main shop during sales and promotional periods.
- By creating user archetypes, we gained valuable insights to guide the implementation of new initiatives to enhance their online experience.
- As a team, we evolved and established efficient work dynamics, enabling smooth progress and ensuring continuous, high-quality delivery.
€3.9 M
Net sales target
€5.5 M
Net sales Revenue