Testing Strategy -
Mobile Site Optimization
User Testing Case Study
Teams: Brooks Brothers & Accenture Interactive
Problem:
Since 1818, Brooks Brothers has upheld “traditions and craftsmanship that have defined over 200 years of American style, dressing 39 presidents, along with industry leaders and cultural innovators,” and yet their mobile site struggled with dressing people in the digital space.
Solution
Create a strategic testing plan to create a mobile site worthy of Brooks Brothers’ craftsmanship.
Lesson Learned
Got a lot of problems, but a Bro ain’t one. (Read: +$8M in expected annualized income.)
Discovery
We teamed up with Accenture Interactive and Company stakeholders to determine the best course of action for testing our mobile site. Once problems were flagged by the stakeholders, they were validated by various methods. Validation tools included the following:
Problem Solution Mapping (PSM) Workshop
Stakeholder workshop held by Accenture Interactive
Web Analytics
Adobe Analytics
Google Analytics
Content Square
UX Review
Site Audit
UX Research
Competitive Research / Analysis
User Interviews
Business Provided Analytics / Research
CRM User Data
UX and Marketing Personas
Competitive Analysis/Research
Feature Inventory
Problem Solution Mapping
Problem Solution Mapping (PSM) is a unifying framework for optimizing user experience around a common set of goals, problems, and solution hypotheses — researched and validated with data. PSM supports our experimentation efforts to deliver confident, measurable business outcomes.
Goals
Increase mobile OCR
Related Goals: Increase engagement with Product Views and Add to Bag
Primary Success Metric: Order Conversion Rate
Supporting Success Metrics: Reduced cart and browse abandonment
Provide better navigation systems that help consumers “wardrobe” themselves.
Related Goals: Increase the number of loyalty sign-ups
Primary Success Metric:
PDP Views, Add to Cart
OCR across all devices
UPT
Supporting Success Metrics: Loyalty sign-ups
Increase product findability
Related Goals: Less negative customer feedback
Primary Success Metric: Increase in product views, add to cart
Supporting Success Metrics: Reduced cart and browse abandonment
Problem Validation
Problem Prioritization
Problems were then scored based factors related to size, difficulty, goal alignment and validation count. Actionable hypotheses were then recommended for testing based on goal alignment and level of effort, and a library of hypotheses was created for roadmapping
Testing
Tests were brought to the Brooks Brothers team and, upon approval, put in motion. Accenture and Brooks Brothers collaborated and shared resources, dividing tests between available development and design teams. Below are examples of actionable hypotheses that aligned with goals, had the potential to be easily solved, and could have a high impact on the site:
Analysis & Iteration
Results were monitored regularly by Accenture Interactive, with weekly readings given to the Brooks Brothers team. Successful tests were implemented into production, and not so successful ones (also known as Learners) were evaluated for new test iterations or ended and archived.
Results
By the end of the first fiscal year, we were able to associate the successful AB tests with +$8M in expected annualized income.
Click Here to download test results for Brooks Brothers’ mobile optimization project.
User Testing
Product Management
Team: Brooks Brothers
Director - Digital Product Management: Shirley Zhang
Senior Analyst: Craig Battaglino
Project Managers: Erica Twomey & Celine Galliano
Software Engineering Manager: Christian Arias
UX Specialist: Trishia Frulla
Team: Accenture Interactive
Lead, Growth Product , Experience Design Practice: Anjali Satyu
UX Researcher & Digital Program Manager: Sarah Garcia
0 likes · 0 views · Nov 13, 2026
Mobile Site Optimization for Brooks Brothers
