New Look

Eager to showcase their revitalised brand identity, embarked on a mission to revamp the digital presence. The primary objective was to breathe new life into their homepage, strategically aligning it with their fresh branding elements.

Problems solved
  • Hepled create a conhesive design system
  • Shipped an MVP
  • Created a user experience that minimised journey drop off
solution
Created an MVP of New Look's revamped ecommerce platform. As well as an extensive design system.
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DISCOVER
Enhancing user engagement and experience
The design process commenced by undertaking an extensive look into the new brands philosophy and how this could be captured and portrayed on the e-commerce platform. This was achieved by reviewing analytics to establish the key journeys to be prioritised.

Initially extensive user testing was undertaking on the current New Look site, as a base to identify key issues that users were facing.

One of the biggest concerns raised by users was that the current filters were returning incorrect results and the site felt unintuitive, and leading to site abandonment.
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uSER-TESTING
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DEFINE
Based on user testing of the existing site user personas were crafted to help create mental anchors for the team. These guided decisions to figure out the most important design elements to focus on, whilst dropping other non-essential features.
We divided up the key journeys and features of the platform redesign, which enabled us to begin initial user testing on the redesigned site.
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REFINE
Following the conclusion of user research we further enhanced the key journeys to high fidelity visuals. From these we took the components to begin building the design system and streamline the process.

We decided to use an atomic methodology for the design system as it helped with structuring and, organising the design and development, leading to better consistency, efficiency, and scalability across the platforms.

Documentation was a huge part of the design system. Documentation was incorporated into the design system to accompany the component, and provide best practice on, when to use, and how to use. This includes; clear explanations detailing the element's purpose and typical usage, often supplemented with do's and don'ts for context and clarity.

Case Study