Web & UX Design
During my time at MDV, I have overhauled the majority of their e-com website. This has included redesigns of the product page, collection pages, and major features such as the search function.
Utilising my UX skills, as well as knowledge of user journeys, responsive design and accessibility, I have redesigned the visual components and functionality of these areas. I have been responsible for these projects from initial concepts through to final execution, working alongside a dev team to implement them.
Utilising my UX skills, as well as knowledge of user journeys, responsive design and accessibility, I have redesigned the visual components and functionality of these areas. I have been responsible for these projects from initial concepts through to final execution, working alongside a dev team to implement them.
Product Page
The product page design has seen major changes to improve the overall layout, flow and use of space. The desktop image gallery has been redesigned to provide a larger single image in the initial viewport, as well as introducing the product flatlay as a transparent image. Under-used elements were removed which, combined with the new half-width main image, improves the overall hierarchy and use of white space. The description, previously long and displayed below the image gallery, has also been split into multiple sections and is now displayed in a more user-friendly dropdown system.
The product page design has seen major changes to improve the overall layout, flow and use of space. The desktop image gallery has been redesigned to provide a larger single image in the initial viewport, as well as introducing the product flatlay as a transparent image. Under-used elements were removed which, combined with the new half-width main image, improves the overall hierarchy and use of white space. The description, previously long and displayed below the image gallery, has also been split into multiple sections and is now displayed in a more user-friendly dropdown system.
Further down the page I also worked to improve product cross-sell, replacing the old 'shop the look' section with a more engaging 'styling inspiration' module, showing a carousel of different outfit combinations. As well as adding variety to how products are displayed, this adds value to the customer by suggesting complimentary products and adds a second, efficient opportunity to add products to basket with just two clicks.
Process
Working to a limited budget, I used live data such as heatmaps and first-click testing to inform my decisions, as well as journey mapping and competitive analysis of other luxury e-com sites. The results included increased conversion rates, decreased bounce rate and increased session durations. During this, I also consolidated guidelines around font usage and sizing, colours and UI elements to improve the overall consistency and accessibility of the site.
Working to a limited budget, I used live data such as heatmaps and first-click testing to inform my decisions, as well as journey mapping and competitive analysis of other luxury e-com sites. The results included increased conversion rates, decreased bounce rate and increased session durations. During this, I also consolidated guidelines around font usage and sizing, colours and UI elements to improve the overall consistency and accessibility of the site.
