New Look

OVERVIEW

The platform overhaul came about as a result of a lack of traffic and conversion on the existing site. Delivered a revamped and consistent design system, incorporating a modernised brand with the added of complexity of delivering at speed as a result of a reliance to drive online demand following the Covid-19 pandemic.

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.

‍

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.

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.

IDEATE

After rough wireframes were created, we held a workshop with key stakeholders to run through an updated prototype. Next a usability study was conducted to identify specific areas throughout the task flow where improvements or changes needed to be made. To complement the user research we did an extensive benchmarking exercise using information available through Baymard Institute and user testing with New Look staff.

This benchmarking allowed us to identify that our competitors were using subpages, which was leading to abandonment, as users were not finding the information in which they needed to make an informed purchase. Whilst others were providing too much content directly on the product page which left users feeling intimidated and overwhelmed.

‍

solution

Created an MVP of New Look's revamped ecommerce platform. As well as an extensive design system.
‍

Problems solved

Hepled create a conhesive design system
Shipped an MVP
Created a user experience that minimised journey drop off

Newlook

Partnered with UK fashion retailer New Look to modernise their e-commerce platform. Delivered a revamped and consistent design system, incorporating a modernised brand

Let's Create Memorable
Experiences Together.

Let's Create MemorableExperiences Together.

Let's Create Memorable
Experiences Together.