Lands' End | Bridging Legacy and Modernity

Project Overview

Founded in 1963 as a sailing supply company in Chicago, Lands’ End quickly evolved into a respected name in American clothing, known for its durable, quality-focused products. Even as the brand grew, expanding into categories like outerwear and home goods, it has remained loyal to its promise of creating products that last. Today, as a legacy brand, Lands' End faces a challenge familiar to VAAN - evolving its online presence to attract a new generation of shoppers while preserving the loyalty of long-standing customers.

As Lands’ End began reimagining its ecommerce experience, they recognized the need for a digital transformation that could reflect this balance of legacy and modernity. Their reliance on ecommerce over brick-and-mortar retail made it crucial for the brand to create an updated online experience that could act as their primary connection to customers. Having already worked with Red Scout to provide creative direction, VAAN began working on the site to enhance usability and implement a forward-thinking digital strategy for the Lands' End team and their customers.

Gathering Insights

A strong existing brand foundation coupled with a refreshed color palette, font selection, and updated imagery, Land’s End was ready for VAAN to begin working on their website. Our collaboration began by defining the customer journey and ensuring that each design element would resonate with Lands’ End’s diverse customer base. Together with Lands’ End’s internal teams, VAAN conducted extensive usability testing, analyzing user feedback to refine the direction. These early insights allowed us to adapt creative guidelines into an optimized digital interface that would guide customers smoothly from browsing to purchase.

For example, reworking the product detail pages (PDP) allowed us to shift from a left-column layout to an open-drawer design, making navigation easier and more visually engaging. Each choice was made to enhance the user experience while staying true to the brand’s roots.

Data-Driven Design

Based on feedback from initial usability tests, VAAN moved beyond aesthetics to ensure that each design decision served a purpose. By cross-referencing qualitative insights from testing with historical performance data, we built a clearer picture of how users interacted with the site, identifying friction points and areas of opportunity. These findings were critical in shaping a highly intentional customer experience, from streamlined product filtering to personalized navigation options.

Inclusivity, Reimagined

One of our main objectives was to make the shopping experience accessible and inclusive. This involved the integration of plus-size and petite categories directly into the main product selection flow. Historically, these sizes had been separated, which created a fragmented experience. Our research, backed by insights from WEVO, confirmed that shoppers preferred a unified browsing experience. This integration into the PDP improved the user experience by ensuring inclusivity and making it easier for all customers to see available sizing options, visualize the product, and move toward a faster checkout process.

This stage also set the foundation for an iterative testing process, allowing Lands’ End to continually gather and apply customer feedback for future updates.

Enhancing the School Program

Lands End stands out with its School Program - a go-to for parents looking for high-quality, durable school uniforms and spirit wear. When VAAN got involved, we saw an opportunity to make this program even more intuitive. We improved the path to the program’s landing page and created more direct, personalized shopping options for different users. Parents can now build student profiles, create Wishlists, and share them with family, making the entire shopping process more efficient. Our focus was on driving awareness and simplifying back-to-school shopping for parents so they can get exactly what they need, without the hassle.

Ongoing Optimization and Usability Testing

Following the site’s launch, VAAN and Lands’ End conducted additional usability studies to assess the customer experience and guide further improvements. From here, we continued to shape the product roadmap with insights gathered through methods like remote usability testing and card-sorting exercises. This agile, iterative approach has fostered a culture of design-thinking at Lands’ End, supporting them in adapting swiftly to customer needs.

Lands’ End’s dedication to continuous improvement has become a key strength in its digital transformation. Additional usability initiatives, including further development of global style sheets, ensure that every touchpoint on the site is aligned with the brand’s updated visual language.

Balancing Legacy and Innovation

Through intentional design choices and rigorous testing, Lands' End has successfully revitalized its online presence, meeting today’s consumer expectations without compromising on its heritage. The brand's approach mirrors other legacy successes, like Abercrombie’s, where innovation complements heritage. VAAN’s role in this transformation showcases how data-informed, customer-centric UX design can evolve a brand’s digital presence without compromising brand.