Frank + Oak is an online clothing retailer and subscription service. A “Digitally Native Vertical Brand” (DNVB), it sells it’s own clothes through online, direct to consumer channels almost exclusively (they do now have a small number of brick and mortar shops).
It has developed a sleek looking app, but with at least one glaring flaw – no search. We can understand how Frank+Oak made this choice early on, when perhaps the number of SKUs was tiny, but they now have enough items for sale that lacking it severely hampers the app and is the main reason the app only gets an AppScore of 62
Given its online focus, it’s not all that surprising to see them release their own smartphone apps – conversion rates and purchase size are both better in app than on mobile web, and with a subscription service and a clear re-purchase component (people buy new clothes pretty often) improving conversion metrics is likely to lead to a significant cashflow impact.
As usual, let’s highlight the good, the bad and the noteworthy. If you want more details you can order a detailed version of this report.
There is no doubt that Frank + Oak has got style. They clearly care deeply about their products and their brand, and this care shows up in the app in the attention they’ve put into their product pages.
The product page is the ultimate “decision point” for consumers, so it does surprise us when we see half assed product pages or grainy images. Not Frank + Oak though!
Let’s see the specifics:
Search. Fundamental to our day to day living and a staple of cheating college students everywhere. So why oh why would Frank + Oak leave this out?
This is a glaring omission given the number of SKUs they currently carry, and we hope Frank & Oak fixes it sooner rather than later.
Companies the size of Frank & Oak (what we call Sharks) compete with giant retailers like Target. Competing head to head with these is almost certain doom so it’s nice to see when a shark takes advantage of its smaller, nimbler operations in order to offer something the big boys would struggle with precisely because of their size/number of SKUs:
Clearly there’s some issues there, specifically that the support rep should be told what item the customer is looking at and 10-15 minutes is way too long to wait, but overall a great addition and one we hope other retailers copy and improve on.
Frank & Oak really shoots itself in the foot with the lack of a search feature. It’s almost unforgivable to leave one out given the number of SKUs, but as their website also lacks a search feature, we’re left thinking that perhaps it was a conscious decision? An odd one in our book.
Outside of the lack of search the app is well put together and good looking, and the personal stylist is a very nice touch we hope they extend further.
Author: Emily Gomez & Einar Vollset, Corresponding Author: firstname.lastname@example.org.
For each teardown we collect over 200 data points, including UX best practices, search capabilities, payment integrations as well as re-engagement tactics and social/engagement features. Each teardown includes an overall score, along with the score for each of the 20+ categories we collect data under. We then provides either video and/or slideshow content of the actual app, highlighting important parts of the app along with particularly good, bad or surprising functionality.