In 2015, Levi’s® commissioned AKQA to revamp several pages on levi.com, with a primary focus on the PDP (Product Detail Page). The brief highlighted the need for a more streamlined UI, as the existing page was small, cluttered, and inundated with sizing and color options. Additionally, Levi’s requested the inclusion of a ‘Fit Guide’ to help the less experienced jean shopper navigate the wide variety of fits, cuts, and styles.
To address the UI concerns, we contained all elements within the extended background of the main product image. We used CSS animations and created clean, minimal drop-down menus for sizing and quantity, while introducing larger, collapsible thumbnails for the numerous color options. For the Fit Guide, we added a ‘Fit Comparison’ section with an image that visualized where the jeans sit and how they fit along the leg.
The success of the PDP redesign led to additional trust from Levi’s—they loved the work so much that they entrusted us with further optimizing the Sub Category and Grid pages, allowing us to continue enhancing the user experience across their site.
