In recent years, it the AEON Group has invested heavily towards a digital shift in Japan, entering the e-commerce business as AEON Signa Sports United with a custom-made sports uniforms as a new business line. Their challenge was to design an e-commerce experience that enabled teams to bring the spirit and represent their teams through personalizing their own uniforms using the brand’s extensive customization capability.
Building a functional e-commerce platform was not enough to take the business to the top. We delivered CX design built on a mechanism based on the intersection of high customer motivation towards actions and the support of a frictionless purchasing experience.
We developed OUTFITTER, Japan's first business model in which the price of uniforms can be significantly reduced (up to 50%) when a sponsor's logo is placed on the uniform, thus bringing customers to consider the financial as well as the emotional value of customization, stepping up their team’s uniforms to better represent their own spirit and supporters through a clean, smooth customization process in every step of the way that made the entire process as valuable as it was enjoyable.
Through the perceived value of customization, OUTFITTER created a frictionless e-commerce experience that not only allowed customers to purchase from a broad range of uniform designs but also to customize them and add their own tweaks in real-time final product simulations that best reflected teams’ identities. Powered by a limber headless commerce architecture in the CX design that separates the design of the experience from the system it ran on, OUTFITTER accomplished an overwhelming degree of design freedom and future OMO scalability for Aeon Signa Sports United.