Every design choice was grounded in OmniChannel strategy and UX research — not just aesthetics, but a measurable lift in how customers move between browsing online and buying in-store.
In early 2021, Five Below needed to connect a rapidly growing e-commerce presence to the physical in-store reality. Customers were dropping off at checkout, BOPIS adoption was lagging, and the mobile experience had accrued years of design debt across inconsistent UI generations. We needed a CX framework that made the digital-to-physical handoff feel effortless.
Over six months, we redesigned the core OmniChannel surfaces — global header, store selector, PLP, PDP, and checkout — guided by brick-and-mortar data, user testing, and a custom iconography system built to last.
Five Below's digital product had grown organically across multiple design eras, leaving a fragmented experience that undermined customer confidence. Cart abandonment was high. BOPIS orders were underperforming. And the perceived value of in-store inventory wasn't translating through the app — creating a disconnect between what customers expected online and what they found in stores.
Customers were initiating carts but not completing them — particularly when BOPIS options weren't surfaced clearly or felt untrustworthy.
Buy Online, Pick Up In Store flows lacked the inventory clarity and trust signals customers needed to commit. Store selection felt like a detour, not a feature.
Mobile content transitioned inconsistently across UI states built in different design eras — eroding brand confidence at every critical touchpoint.
| Objective | KPI Target |
|---|---|
| Reduce cart abandonment rate | 6.8% reduction |
| Increase BOPIS order volume | 10% revenue uplift |
| Improve perceived in-store inventory value | Reliable same-day app-to-shelf accuracy |
We integrated brick-and-mortar data into the digital surface — surfacing real-time store inventory, associate recommendations, and BOPIS availability at every decision point. Rather than treating in-store and online as separate channels, we designed the product to actively bridge them at the moment a customer was most ready to act.
The product listing and detail pages were redesigned around a "boosted content" model — leading with high-confidence inventory signals, deal clarity, and imagery that matched the in-store endcap experience. This closed the expectation gap between what customers saw online and what they found when they arrived.
We built a unified icon system that aligned digital UI elements with Five Below's physical in-store signage and brand language. This gave both channels a shared visual vocabulary — reducing cognitive load for customers moving between surfaces and creating a more cohesive branded environment.
User testing and analytics guided every iteration. We ran comparative sessions across old and new flows, measuring task completion, drop-off rates, and time-to-decision at each key surface. The improvements were validated against live data before full rollout.
Restructured to lead with store context and BOPIS availability, reducing the distance between browsing intent and in-store action.
Redesigned as a first-class feature — not a buried setting. Real-time inventory signals and clear distance cues increased BOPIS commitment rates.
Boosted content model replaced dense visual noise with confidence-first hierarchy: deal clarity, availability badges, and Quick Add to reduce friction.
New micro-interaction let customers add to cart without leaving the PLP — dramatically reducing drop-off for impulse categories.
Rebuilt around super-shelf fidelity — imagery, in-store availability, and pricing that matched the physical endcap experience customers expected.
Checkout completion improved measurably as BOPIS trust signals reduced uncertainty at the highest-friction moment in the funnel.
Targeting a 10% revenue uplift from in-store pickup orders as store selector became a driver rather than a detour.
Real-time B&M data surfaced across PLP and PDP closed the expectation gap between digital browse and physical fulfillment.
Custom iconography system aligned digital UI with in-store signage, creating brand continuity across every customer touchpoint.