— Case study · UX & design
A better shopping experience for students, families, and schools.
Global Schoolwear, home of School Uniforms by Tommy Hilfiger, serves families shopping for school uniforms as well as school administrators considering a new uniform program.
2
Distinct audiences served
US + EU
Tommy Hilfiger design teams involved
1
Connected B2C and B2B experience
— The brief
Global Schoolwear needed to rethink an ecommerce experience that had to work for two very different audiences — parents shopping for multiple children, and prospective school partners evaluating a uniform program. Fusionary handled UX and design and delivered a development-ready design system their internal team could build within Znode.
Global Schoolwear · School Uniforms by Tommy Hilfiger
One experience for families shopping uniforms and schools evaluating a program.
01
— The problem
The problem.
Global Schoolwear's existing site worked, but several parts of the shopping experience were difficult for customers to navigate. Searching for a school by name or code could be cumbersome, product pages were crowded with competing information, and adding items to the cart often required excessive scrolling. For parents shopping for multiple children, the experience became even more complicated when students belonged to different school catalogs. Sizing information, returns, and exchanges were common sources of customer questions, but those resources were not always easy to find when shoppers needed them. The site also needed to serve school administrators considering Global Schoolwear as a uniform partner — a B2B experience that had to exist alongside the parent-facing store without getting in the way of it.
02
— How we helped
How did we help?
Fusionary started by meeting with Global Schoolwear's development team to understand how the site was built on Znode and what technical constraints needed to be considered before design work began. From there we defined user segments, completed competitive analysis, reworked the information architecture, and created wireframes — plus a content strategy that placed helpful content closer to the moments customers needed it. We produced high-fidelity UI mockups and a fully functioning prototype, then prepared development-ready files with detailed annotations, interaction examples, and implementation notes. Partway through, the designs also required approval from Tommy Hilfiger during a broader rebrand, so we worked directly with their U.S. and European design teams. We stayed involved through development and completed a final QA pass against the live build.
Multi-student shopping
We reworked school lookup and the core shopping flow so parents could more easily shop for multiple students across different school catalogs without restarting the process each time.
Sizing, fit, and uniform guidance
We made sizing and fit resources easier to find throughout the experience, introduced a fit-confidence tool, and created the “Finish the Uniform” concept that recommends related pieces within a large catalog.
B2B and product complexity
We created a separate Programs experience so administrators have a clear path to learn about Global Schoolwear and submit their information into the CRM, and designed interactions for optional logos, embroidery placement, and customization-based pricing.
03
— The outcome
The outcome.
The new design gave Global Schoolwear a clearer experience for both families and prospective school partners. Parents can more easily find their school, shop for multiple students, understand sizing and fit, work through product customization, and find information about returns and exchanges without leaving the shopping flow.
One flow for the whole family
Multi-student shopping across different school catalogs without restarting, with sizing and fit help available in context.
A dedicated path for schools
The Programs section gives prospective schools their own route through the site while keeping the parent-facing store focused on shopping.
Opportunities leadership hadn't considered
The design process surfaced new feature ideas — customer service responded especially well to mobile returns and exchanges, sizing help, and multi-student shopping, the issues they handled most often.
globalschoolwear.com
A uniform shopping experience designed for families and a Programs path designed for schools.
— Next
Two audiences, one site? We design for both.
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