Converse by You
CBY–Converse by You is a Converse's customization platform that allows customers to design unique, one-of-a-kind sneakers by choosing colors, materials, laces, and personalized embroidery and more.
This section showcases feature and functionality optimizations driven by insights from agency research, usability audits, and customer feedback.
overarching
Learnings
⇢ Awareness of Converse’s customization service is low, highlighting an opportunity to improve discovery and education across the user journey
⇢ Many users enter without a clear understanding of customization capabilities but respond positively once exposed, indicating a need for better onboarding and guidance
⇢ Once engaged, users find the experience intuitive and enjoyable—particularly the 3D builder—and report high satisfaction with their final products
⇢ Customers show willingness to pay for add-ons (e.g., comfort insoles), revealing opportunities for thoughtful and well-timed upsell strategies
⇢ User preference is split between starting from a blank canvas and modifying pre-built designs, while purchase behavior leans toward pre-configured options
PLP Optimizations3 opportunity areas on the PLP were identified to elevate awareness of CBY customization—improving wayfinding, enhancing education, and strengthening storytelling.
Introduced an animated storytelling moment on high-traffic PLPs to increase awareness and inspire exploration.
On click, the inline PLP dynamically displays corresponding CBY products.
On Custom PLP, introduced collections that are unique to Customization.
Introduced an immersive storytelling moment at the top of the PLP to set a tone of creativity and inspiration.
Visual storytelling moment to elevate seasonal newness.
Introduced a customization filter within visual wayfinding on high-traffic PLPs to improve discoverability.
Visual storytelling moment to elevate premium upgrades that are unique to CBY products.
Ensured the CBY products are merchandised and paired along with storytelling to drive engagament.
Future Opportunity #1
Future Opportunity #2
PLP Optimizations
↘︎Optimization current storytelling capability into a scalable, immersive storytelling that can be used within both inline & CBY journeys to support CBY seasonal campaigns, inspire customization, and drive service awareness.
↘︎Global consideration. Translation pressure test.
↘︎Enhance user understanding on why choosing CBY product over inline by introducing educational content around CBY features and functionality (e.g., comfort upgrades, fit options, extended sizing).
3D Builder OptimizationsWhile customers who engaged with the 3D builder reported high satisfaction, several opportunities were identified to further streamline the experience and support design completion to drive conversion.
Before
Proposed Desktop Experience
Updated menu organization to better align with user reading patterns
Phase 2Include visual to user’s customization selection
Include Edit icon so the Selection feels more clickable
What’s next?
User testing revealed strong interest in CBY product upgrades, especially when surfaced earlier in the shopping journey. However, these options are currently only accessible within the 3D builder due to platform limitations.
Competitive analysis indicates an opportunity to introduce light customization directly on PDPs, reducing steps and better supporting high-intent users.
