PrettyLittleThings: Trend-driven e-commerce optimised for speed, checkout, and mobile—boosting engagement and global reach
Project Overview
PrettyLittleThing (PLT) is a leading global fashion e-commerce platform known for its bold, affordable, and trend-forward offerings. Catering primarily to Gen Z and millennial shoppers, PLT provides a seamless online shopping experience through its responsive web and mobile platforms. The platform focuses on speed, personalisation, and intuitive navigation—leveraging technology and design to deliver a dynamic user experience across devices and international markets.
Problem Statement
PrettyLittleThing’s platform struggled with slow load times and a lack of clear organization on the homepage. Promotions, categories, and trending items were not well structured. The cart functionality also needed better integration with inventory and payment systems for a smoother shopping experience.
Key Findings
- User Experience & Mobile Optimization: A growing number of users accessed the platform via mobile, demanding a fast, responsive, and engaging experience. Lag and clutter directly impacted bounce rates and session time.
- Efficient Checkout Process: Slow or complicated checkout flows contributed to high cart abandonment. Users needed a reliable, real-time cart with seamless payment integration to complete purchases confidently.
- Platform Scalability & Performance: As user traffic increased, the platform exhibited performance lags and load time issues, calling for backend and frontend optimisation to support business growth without compromising user experience.
Implemented Solution
Improved performance and user experience with lazy loading, a revamped home screen, enhanced cart features, and order history tracking.
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Lazy Loading Implementation:
Applied lazy loading techniques for product images and dynamic content to significantly reduce initial page load time—especially critical for mobile users.
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Home Screen Redesign:
Revamped the homepage layout to better highlight promotions, top categories, and new arrivals, improving navigation and first impressions.
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Cart Functionality Development:
Upgraded the cart system to include real-time pricing, quantity updates, and promo code logic, all integrated with live inventory and payment APIs.
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Order History Feature:
Introduced a feature allowing users to view past orders, with detailed breakdowns and statuses—enhancing transparency and retention.
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Performance Optimization:
Conducted a full audit to identify and address bottlenecks, resulting in a faster, more stable platform capable of scaling with increasing user demand.
Results
The platform enhancements delivered substantial improvements in both performance and user experience. Lazy loading dramatically improved mobile page speeds, enhancing engagement across devices. A revamped homepage structure increased product discoverability, while the optimised checkout process led to a higher conversion rate and reduced cart abandonment. Backend performance upgrades ensured consistent reliability during high-traffic periods, such as sales and product drops. These improvements contributed to a smoother, faster shopping journey—strengthening customer satisfaction and PLT’s competitive edge in the fast-paced fashion market.