Spanx Country Selector
Role: Product Designer
Team: Product Manager, Engineer
Duration: May 2024 - June 2024
As Spanx expanded its reach through Global-e, the need to implement a more seamless and scalable country selector became evident. I worked closely with a product manager and engineer to design an intuitive UI and UX solution that would enable international customers to find the correct shopping experience while maintaining a frictionless journey.
The Problem
Initially, when Spanx.ca launched, it operated as a separate domain, and Canadian users were redirected via a basic country selector. However, with the implementation of Global-e, we could expand international shipping directly through Spanx.com without creating additional domains.
This introduced a key challenge:
- Spanx.ca needed to remain separate due to its dedicated warehouse
- All other international orders would be fulfilled through Spanx.com
- We needed a unified country selector that could efficiently guide users based on their location while accounting for complex fulfillment logistics
- All other international orders would be fulfilled through Spanx.com
- We needed a unified country selector that could efficiently guide users based on their location while accounting for complex fulfillment logistics
Research & Customer Flows
To begin, we conducted a competitive audit, analyzing how other brands handled country selection. We also mapped out existing user flows to identify pain points and opportunities.
Key considerations included:
- Redirecting users correctly when landing on Spanx.com or Spanx.ca
- Ensuring a smooth experience for international customers navigating between domains
- Handling edge cases—such as users selecting a country we don’t yet ship to
- Redirecting users correctly when landing on Spanx.com or Spanx.ca
- Ensuring a smooth experience for international customers navigating between domains
- Handling edge cases—such as users selecting a country we don’t yet ship to
Pop-up Country Selector
While pop-ups can be disruptive, they were essential for ensuring users landed on the correct version of the site.
- U.S. visitors (based on geolocation) would not be shown a pop-up, as they would default to Spanx.com
- All other users would be prompted to confirm their shipping country upon arrival
- If a user selected a country we don’t yet support, they could submit their email to be notified when shipping becomes available
- All other users would be prompted to confirm their shipping country upon arrival
- If a user selected a country we don’t yet support, they could submit their email to be notified when shipping becomes available
Navigation-Based Country Selector
In addition to the pop-up, we designed a country selector accessible via the navigation. This provided a more immersive experience, allowing users to easily browse and select their shipping destination. It also served as a fallback in case users needed to change their country after initial selection.
Takeaways
This project presented a unique UX challenge due to the separation of Spanx.ca from other international markets. It required careful planning to ensure users were seamlessly redirected to the right site while accounting for potential errors, such as customers accidentally selecting the wrong country and handling gradual country rollouts and informing users when their location wasn’t available yet. By thoughtfully designing these touchpoints, we created a smooth global shopping experience, reducing confusion and enhancing the customer experience