Atelier Charlotte Auzou is the first brand to offer a unique concept in sewing: a turnkey system of customizable sewing patterns. This innovative and fun concept allows you to sew a garment from among more than 17,000 possible compositions.
Personalisation is therefore part of the brand’s DNA.
Summary: A personalisation tool that captures 50% of store traffic
Initial challenge: Atelier Charlotte Auzou wanted to modernise its online customer experience with an interactive tool allowing users to visualise the 17,000+ possible compositions of its customizable sewing patterns.
Key result: The personalisation tool captures 50% of the store’s traffic. It’s the second most visited page on the site after the homepage.
Client testimonial: “I appreciated [Geneviève’s] strong investment in developing a custom tool for my online store. I will definitely use her services again for my future needs.” — Charlotte Auzou, Founder of Atelier Charlotte Auzou
The problem: making it easier to visualise a product
After more than three years of customizing patterns, Charlotte was looking to modernise her store with an interactive design tool that allows her customers to visualise their custom sewing pattern.
Why did you want to create a customisation tool?
Charlotte: I had a boutique that had been established for three years, with a PDF tool that accompanied all orders: customers could compose their creation using a layer system.
I wanted to establish the concept with a digital tool, better serve my clients, and target the more beginner customer segment who has difficulty visualizing their creation.
What were your criteria for finding a freelancer for your customization tool?
Charlotte: Someone who is available and willing to work on this tool, who fits my budget, and who tries to understand my problem..
I’m not a developer, but I already had a similar module on PrestaShop, so I knew what was technically possible and what I didn’t want. I was looking for someone who could be proactive.
Someone who would try to understand my problem and be proactive. I wanted someone who would develop a suitable technical solution.
The competition was interesting: some people gave up when they saw my request, while others didn’t try. I wanted someone proactive who would develop a suitable technical solution.
Sometimes I was offered an attractive budget with two-day delivery, which seemed a bit understated to me. Or the opposite: I was sold a dream, given PowerPoint presentations, but it was also a question of feeling during the exchange at the quote stage.
If the feeling isn’t there at the time of the quote, it doesn’t bode well for working well together afterwards.
The collaboration: very structured and precise
What key elements made you decide to work with me specifically?
Charlotte: Your responsiveness in our exchanges, and it’s still the case today. Constructive exchanges where you really try to understand my problem..
Constructive exchanges where you really try to understand my problem.
What concerns did you have before we started working together?
Charlotte: Less towards you than towards development in general.
I was afraid of a technical solution that was too complex. A solution that would penalise my store when it was already working very well, and that would penalise my SEO and site speed.
I was afraid of a technical solution that would be too complex. A solution that would penalise my store when it was already working very well.
I was afraid of building a gas factory, of spending money and ultimately, of it being more complex than anything else, of shooting myself in the foot.
How did you feel during our collaboration?
Charlotte: I liked your approach with one point per week. Very structured and precise. It doesn’t go off in all directions, despite the tool being complex and requiring a lot of attention.
I liked your approach with one point per week. Very structured and precise.
Were there any things that surprised you or exceeded your expectations during the collaboration?
Charlotte: I felt listened to. I had a clear vision of what I wanted, but it evolved over the course of development. We were able to correct new problems as development progressed. It wasn’t set in stone either: “We said this, so we’re not changing it.”
I felt listened to. We were able to fix new problems as development progressed.
Regarding exceeding my expectations: you developed the model based on feedback from your sister (who is a UX designer).
I felt like you were as involved in the project as I was. I’m quite picky, so I liked the fact that you were proactive in coming up with design and technical solutions.
I felt that you were as involved in the project as I was.
The personalisation tool developed to improve UX
The results: an immersive customer experience
How do you feel today with the tool that has been developed? Does it meet your expectations and is it evolving with your business?
Charlotte: I can use it on my own without relying on you. I launch new patterns twice a year. Adding them to the tool doesn’t add much work to my schedules or extend my launches.
The tool doesn’t add much work to my schedules, nor does it extend my launches.
What impact has this tool had on your sales? Can you share some figures?
Charlotte: I can’t tell you that it revolutionised my store’s sales. My store had already been well established for three years.
My business has been slowing down since 2023, as has been the case for the fashion industry after the boom years post-Covid. But it’s the most visited page on my site after the homepage. According to Google Analytics, people spend an average of 2 minutes 27 seconds on the page.
This is the most visited page on my site after the homepage. According to Google Analytics, people spend an average of 2 minutes 27 seconds on the page.
Other points: the wishlist is not used (only 187 customers have a wishlist), I think I should communicate better about this functionality.
The number of visits is enough for me to know if the page is useful or not. Besides, I work alone, so I don’t check my statistics every day.
During the first few months, I really monitored whether the page was being implemented on Google. Again, it’s difficult to track because it depends on so many criteria. In any case, users like it.
How does this personalization tool help you in your business? What are the different uses?
Charlotte: Personally, I also use it for my communication. First, the export feature for the creation image: before, I would go to Illustrator and manipulate the layers.
Now, I use the tool a lot for that and for the link feature, which I really wanted, which allows you to share a personalised creation. On my Instagram stories, I no longer detail the different top, bottom, and sleeve patterns. I put the direct link to the creation. It’s great for sharing and communicating.
Personally, I also use it for my communication. And for the link feature, which I really wanted, which allows you to share a personalised creation.
Afterwards, there is sometimes a slowness problem. The tool is complex, so the page can take a while to load. So I think those who don’t have a good connection should be a little patient.
How have your clients reacted to this new tool?
Charlotte: Their reaction has been very positive, but they always want more! One of their wishes would be to see photos of the stitched compositions. But the tool allows you to create 17,000 different compositions, so it’s almost impossible to implement.
Their reaction was very positive but they always want more!
Now, whether they use it well… We’re still on the internet, so it also depends on the user’s technical level. But I haven’t received any negative comments in this regard.
The tool has changed the customer journey in my online store. Some customers no longer consult the product sheets, which still contain a lot of useful information about the patterns.
When visitors arrive directly at the tool from a search engine, it almost has an “inside-out” feel. This can be confusing for new customers who need some context to better understand the context.
A unique level of customization that strengthens brand image
In conclusion, this project to develop a customization tool for Atelier Charlotte Auzou was a success. The tool allowed Charlotte to:
- to improve the user experience,
- offer a unique level of personalization to its customers,
- and strengthen its brand image.
While there is still room for improvement, particularly in terms of performance and functionality, this project demonstrates the potential of personalization for ecommerce. Personalization allows brands to create unique and memorable shopping experiences for each customer.
Thanks to close collaboration with Charlotte, we were able to co-construct a tool that meets her specific needs and those of her clients.
I am convinced that this tool will continue to evolve to support the growth of Atelier Charlotte Auzou.
Geneviève accomplished a perfectly executed mission. She listened to my needs, was proactive, and communicated excellently throughout the project. I appreciated her strong commitment to developing a custom tool for my online store. I will definitely use her services again for my future needs. Thank you!
Charlotte Auzou · Founder of Atelier Charlotte Auzou
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