Levi’s — Levi’s.com

Overview

LEVI’S · Experience Design

Levi’s.com

Reimagining Levi’s Digital Experience

Levi’s product page shown on desktop, tablet and phone screens.

As Group Creative Director on Levi’s, my role was to transform Levi.com into a seamless, immersive, and commerce-driven platform that reflected the brand’s heritage, innovation, and modern consumer expectations. More than just an e-commerce site, Levi’s needed a digital flagship store that merged style, personalization, and storytelling into a best-in-class shopping experience.

By rethinking how users discover, shop, and engage with Levi’s online, we redesigned the site to offer intuitive navigation, interactive fit guides, and a visually rich product experience. We introduced dynamic product pages, an improved checkout flow, and a "Find Your Fit" tool, ensuring that users could confidently shop for jeans that fit their style and body type.

Desktop product page for 501 Original Fit Jeans with fit, size and color controls.

Alternative 501 Originals product page with circular color swatches and size selection.

Skinny jeans fit guide comparing three women’s silhouettes on a desktop screen.

Women’s 711 Skinny Jeans listing with product photography and filters.

Skinny Jeans category page with a wide campaign image and a row of products.

Women’s product grid with style and fit filters.

Find Your Fit experience comparing taper and straight fits on a laptop screen.

Product selector design states for low stock, notifications, pre-orders and out-of-stock items.

Result & Impact

By reimagining Levi.com as a best-in-class digital shopping experience, we successfully bridged heritage and innovation, delivering a seamless, immersive, and conversion-driven platform that transformed how consumers engaged with the brand online.

Key Outcomes

Increased Engagement & Time on Site → The introduction of interactive fit guides, personalized product recommendations, and dynamic product pages led to higher user engagement and longer session durations, allowing consumers to explore Levi’s collections with confidence.

Higher Conversion Rates & Sales Growth → A redesigned checkout experience, streamlined navigation, and enhanced product discovery resulted in a significant lift in add-to-cart rates and overall conversions, driving revenue growth for Levi’s digital business.

Improved Customer Experience & Personalization → With the implementation of the "Find Your Fit" tool and enhanced filtering options, shoppers found the perfect jeans more efficiently, reducing friction in the purchase journey and increasing customer satisfaction and return visits.

Strengthened Brand Relevance & Cultural Impact → The new platform seamlessly blended heritage storytelling with a modern digital-first approach, reinforcing Levi’s position as a timeless yet forward-thinking brand and resonating with both long-time loyalists and a new generation of digital-native consumers.

By combining design excellence, UX innovation, and a data-driven approach, we didn’t just redesign an e-commerce site. We elevated Levi’s into a premium digital retail experience, ensuring the brand continues to lead in both fashion and digital commerce.