Solving American Apparel’s Inventory Challenges with Online Reservations
American Apparel needed a way to connect their online and in-store inventory so customers could easily grab what they wanted. We designed an in-house reservation system allowing customers to reserve items online for in-store pickup, aiming to improve customer experience and streamline operations.
Date: Summer 2010
Client: American Apparel
Role: User Interface Designer
Tools: User flows, Adobe Creative Suite, User research
The Challenges
Customer Frustration
Customers faced uncertainty about product availability when visiting stores, leading to potential dissatisfaction.
Complex Inventory Management
American Apparel’s wide range of colors and sizes made it difficult for stores to guarantee availability of specific items.
The Process
Understanding the Landscape
I kicked off by interviewing in-store reps, admins, and customers to uncover key pain points. Paired with analysis of sales data and user feedback, this research helped surface gaps and shape user journey maps that guided our design strategy.
Designing for Real Use
Next, I created high-fidelity wireframes in Photoshop for three core interfaces: a customer reservation system, a POS flow for retail clerks, and an admin reporting dashboard tailored to real-world workflows and user needs.
From Design to Delivery
With wireframes in place, I developed a clean, brand-aligned UI and partnered closely with developers to ensure smooth implementation and seamless integration with existing systems.
The Solution
The online reservation system provided a three-pronged solution.
Customer-Facing Interface
Enabled customers to browse products, customize selections, and reserve items for in-store pickup
Sales Representative Dashboard
Allowed real-time reservation tracking via touch screen interface for faster in-store item preparation for sales clerks
Administrative Sales Team Portal
Offered comprehensive order management and reporting tools for tracking reservations, inventory, and sales analytics
The Results
Happier Customers
Making in-store pickup easier meant folks had a smoother, faster experience—and that got more people coming back and buying online.
Faster Sales Support
With a simpler reservation system, sales reps could help customers in no time, speeding up checkout and keeping things moving.
Smarter Inventory
Having a clearer picture of what’s in stock helped cut down on surprises and out-of-stock moments, so customers got what they wanted, when they wanted it.
The development of the online reservation system for American Apparel demonstrated the power of user-centered design in addressing complex business challenges. By focusing on the needs of customers, sales representatives, and the administrative team, we were able to create a solution that improved efficiency and enhanced customer experience.
