Innovative UX for highly competitive female athleisure brand

CLIENT Rockwear

SERVICES Development, Integrations, B2C Commerce, PWA, Marketplaces, Adobe Commerce

INDUSTRIES B2C, Athleisure, Activewear

Rockwear set out to create a website that reinvigorated the customer experience. Understanding how customers shop and use the products in their lives drove the process, from navigation that provides multiple paths to suit the customer's need, Guides and Finders to inform the selection process, and complementing the information with engaging video. The result has surpassed expectations, delivering commercial results and significantly increasing the operational efficiencies.

A key capability for Rockwear to improve customer experience is dependent on seamless and scalable integration to backoffice systems including ERP and POS. This microservice-based connection enables real-time visibility of inventory across almost a hundred stores. The integration also supports confident selling of Rockwear products across numerous popular marketplaces, underpinned by powerful PIM content management.

With a significant proportion of Rockwear's customers browsing from the gym, chilling after a workout, or at the cafe with friends, ensuring the website was not only mobile-friendly, but mobile optimized was essential. Aligent's TakeFlight accelerator provided the ideal platform to create a Progressive Web Application that is extremely fast and interactive, "installable" without needing Apple App Store or Google Play Store hassles, and enables incremental addition on new functionality.

The headless performance was resulted in significant SEO benefits, with outstanding Core Web Vitals, and the user conversion rate increase has realized the hoped-for benefits.