A fully customizable configurator on Shopify Plus generated a 10.5% increase in AOV.
Digital Experience Strategy & Design
Solution Design and Architecture
Roxanne Assoulin’s signature bright, stackable bracelets, earrings, anklets, and necklaces are instantly recognizable and adored by many pop culture icons (Gigi Hadid, Selena Gomez, Julia Roberts, Antoni Porowski, Karlie Kloss, Zayn Malik, to name drop a few). Roxanne has been making jewelry since the 70s and her creations have been featured in the pages of Vogue and Harper’s Bazaar.
The Roxanne Assoulin team approached Corra with a project in mind—they wanted a fun way for customers to personalize their bracelets online. Roxanne Assoulin’s current site offers limited opportunities for customization, supporting only custom letters and numbers, not allowing users to preview their designs or alter the colors in any way. Roxanne wanted to improve this experience. Or, more accurately, offer the very best UX design possible for her audience. Corra was up for the challenge.
The custom bracelet configurator will not only set Roxanne Assoulin apart from other jewelry brands, industry data suggests it’s likely to boost AOV and overall revenue, with 20% of consumers saying they’re willing to pay 20% more for products that are personalized to them. For RA however, it’s another way to elevate their brand experience and build affinity—a timely endeavor considering that mobile searches for product personalization have increased 80% in the past two years.
Roxanne Assoulin’s NYC location is an experience—the physical showroom lets shoppers customize their bracelets and toast to their creations with champagne. The goal was to expand the brand’s reach by recreating this experience online, which became that much more necessary with store closures and consumers staying home during the pandemic.
As a truly hands-on creative founder, Roxanne set out to deliver the very best experience imaginable, one which reflected the playful nature of her brand. In this case, with her specific requirements, the very best experience for her customers would entail completely custom technology built on Shopify Plus, and a stellar UX strategy, considering every detail of the experience.
Corra began by identifying the parameters we were engineering for and designing within. The size of the bracelet, ranging from 6.5 to 8 inches, determines how many chiclets (the beads that snap onto the bracelets) the shopper can customize, so making that selection is step one in the flow. Another factor is pricing. The user is able to choose from simple colored chiclets in three different widths, as well as letters, symbols, and flowers, which are priced differently. So, we designed the experience with four tiers of pricing and messaging to communicate this.
Corra also designed a digital style guide to define the iconography, fonts, type hierarchy, buttons, links, dropdowns, colors, etc. coordinating perfectly with the existing brand styling and design.
The people you brought into the conversation early on gave me a lot of confidence that you had an understanding of what we needed, and the right tools and resources for the project.
The goal of the project was to develop a new channel for creativity and connectivity, where RA’s online audience can create their own meaningful personalized pieces, like friendship bracelets, mother/daughter matching sets, gifts to commemorate special occasions, etc. Creating a space where friends and family on different sides of the country can collaborate together online.
Corra’s creative team wanted to give shoppers the creative freedom for the endless possibilities that Roxanne Assoulin can offer, without overwhelming them with too many choices, and overcomplicating the design.
Roxanne and her team noticed from their in-store interactions that there were two distinct types of shoppers: those who might be shopping for a gift and are unsure where to start, or intimidated by a totally “blank slate”—and those who are confident in their creative abilities and excited to start from scratch. Corra rose to the challenge of designing one experience for two very different user types. We provided bracelet templates that acted as starting points, and an on/off switch to toggle between colored or black and white—suiting those who want an existing colorway to guide them, or those who prefer to start from a blank outline and play without the rails up.
It all feels very clear and straightforward, and I love the way Corra time manages meetings! The structure is organized and our Account Director does a fantastic job of keeping the team on track. Communication, follow-up, and approach to UX have been really great too.
The mobile experience is designed specifically for user behavior on the small screen. Bidirectional scrolling allows shoppers to scroll left and right as if they’re swiping through an Instagram post with multiple images, providing a social media app-like experience. Bidirectional scrolling gives designers more space to work with on a mobile screen—meaning we’re able to include all the same essential details as the desktop version, without cluttering the screen.
As you can see from the emojis sprinkled throughout the site, Roxanne Assoulin’s brand is playful, fun, lighthearted, and approachable. When Corra was mapping out the user flow, we knew the experience needed supportive messaging to explain certain actions, such as moving up a price tier. We wanted these touchpoints to be on-brand moments of delight. Whether that’s confetti raining down the screen when the user adds their customized bracelet to their cart with icons of clinking glasses and copy that says, “Time to party! You’ve finished your bracelet!”
Corra built an entirely custom configurator from scratch on the Shopify Plus platform. Our solutions strategists navigated unique business requirements to inform the development of key functionality, such as automatic price adjustments, dynamic sizing logic that determines the amount of chiclets per bracelet, and logic that allows users to override the chiclet shapes in the templates provided. Furthermore, RA’s internal team is now able to upload their own new chiclet SKUS in their Shopify Plus admin.
Our technology teams at Corra build features and functionalities in such a way that they’re reusable. Meaning, the highly complex logic that empowers Roxanne Assoulin’s customers to personalize products, now sits in our library of reusable components, and can be reused as a jumping off point to cut down on project timelines and costs for our clients.
Corra and Roxanne Assoulin continue to work together through our TotalCare program, focusing on overall site enhancements like the custom configurator that since launch makes up 13.5% of product revenue and 9.95% of unique purchases (a quick win sure to increase over time). Additionally, Roxanne Assoulin’s AOV increased 10.5% to $190 from $172, with the configurator AOV at a healthy $166. Adding further UX enhancements, such as a tutorial video explaining the process in more detail, the newly launched functionality is just one of many future-proof changes to come. Recreating this personalized experience online extends RA’s digital reach exponentially as more consumers shop remotely.