Abercrombie & Fitch Trading Co are in the midst of an international reinvention, making strategic moves to differentiate their three brands to better cover the market. Simultaneously, they’re working to improve their public perception by rebranding themselves as an inclusive, user-focussed and premium brand. To compete in a premium space, the initial ask was to build same-day-delivery across the US and UK.
Leading this from design perspective, I began by running a series of Service Design initiatives to validate the requirement and, ultimately, get the rest of the team on board with this top-down ask. Through this, and talking to our users, we learned that other delivery methods more common in the UK than US, such as remote pickup, could also be introduced to better suit the user, aligning to the new inclusivity push as well as improving the workflow of the distribution teams.

After pitching this new idea, my team were allowed to create a small-scale trial run in the US which proved hugely successful, allowing us to then roll the Remote Pick Up concept across the US over the next six-months. Additionally, we built out the Same Day Delivery experience in both the UK and US. Rather than items being sent from the warehouse, stock needed to be selected and delivered from a chosen local store within a 10-mile radius of the users’ home. This meant using location tracking tools to assign a local store to a user, and adding a ‘same day delivery’ filter to the PLP with live stock updates from that store. It also meant creating multiple flows depicting the different experiences for users depending on whether they were eligible for Same Day Delivery.
Same Day Delivery and Remote Pick Up were deployed in the winter of 2021, with a 2% increase in traffic in the first two months’ of going live.