PROJECT TYPE
Enterprise SaaS / B2B E-commerce System Design
USERS
U.S. Army
U.S. Air Force
TEAM
1 Head of design, 1 Front-end developer,
2 Back-end developers and
1 UX designer (me)
MY ROLE
UX strategy & system architecture
Interaction design & prototyping
TIME
1 YEAR
OVERVIEW
Galls’ Uniform Service Program needed more than a customization feature. It required a scalable configuration system that could handle agency compliance rules, embroidery logic, placement standards, and bulk ordering without adding friction to the buying process.
PROBLEM
The existing journey was SKU heavy and fragmented across multiple product pages. Buyers had to make customization decisions across different screens, which increased errors, slowed down ordering, and created operational overhead for internal teams.
OLD CUSTOMIZATION
The existing customization experience treats uniform configuration like fragmented shopping, forcing users to navigate multiple pages without a unified system view. This creates high cognitive load, unclear decision flow, and no structured guidance.
There’s no validation, prioritization, or real-time feedback, leading to errors, low confidence, and operational issues. The system exposes backend complexity instead of simplifying it, resulting in slower decisions and higher drop-offs.
BUSINESS GOALS
Reduce configuration friction
Minimize customization errors
Improve speed to checkout
Support repeat and bulk procurement
Increase customization attach rate
SOLUTION
Re-structured the experience into a guided, step-by-step customization flow instead of a dense single-page configurator.
Simplified decision-making by grouping attributes into logical clusters (identity, fit, branding) instead of exposing all options equally.
Applied AI-assisted exploration for rapid layout ideation and variant testing, speeding up early prototyping and reducing iteration cycles.
Impact & business outcomes
Within two quarters of launch, the uniform customizer delivered measurable operational and commercial results:
22%
Increase in customization attach rate
26%
reduction in time to configure
17%
improvement in checkout completion for customizable products
UNIFIED CUSTOMIZATION CHECKOUT
I redesigned the experience by introducing a single step full screen customization popup that brings all options like sizing, fabric, and branding into one place before add to cart or checkout. This reduces context switching and keeps users focused on completing all decisions in a unified view. It acts as a key checkpoint that improves attention, reduces errors, and encourages users to finish customization with clarity before moving forward.
OUTPUT
The USP Uniform Customizer was not a feature layer added onto ecommerce. It became a core platform capability.
By embedding logic and workflow intelligence into the buying journey, we shifted the experience from manual selection to structured configuration with confidence.