Optimizing Conversions For prAna

Ecommerce touches all parts of a business. To help clothing and lifestyle brand prAna improve their omnichannel experience, we explored the full customer journey with an extensive usability audit. Through building a shared understanding of their customer experience across channels, we created a foundation to grow their digital strategy and ecommerce efforts.

For over 22 years, prAna’s brand values and product design have reflected a deep commitment to their customers’ lifestyle. As part of their ongoing strategic growth initiative, prAna partnered with Copious to optimize the interactions customers had with their brand in the digital channel. We leveraged insights from design thinking workshops to frame a site-wide usability audit, providing prAna with actionable recommendations to improve the direct-to-consumer ecommerce experience.

Visualizing the prAna customer experience

With a recent update to their Magento Enterprise platform, prAna was positioned to support and improve content across the customer journey. They brought Copious in to collect and analyze real user data to drive strategic and tactical improvements on their site.

First, we gathered prAna’s executive team for a morning workshop to discuss their strategic vision for the future of the company. In the afternoon, managers and directors provided a look at tactical elements of their customer experiences.

In one day of intensive discovery, we unpacked the customer journey across touchpoints to identify key areas for a site audit. We also created a shared vision and solid foundation for a trusted partnership.

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