Web & UX Design
During my time at MDV, I've overhauled the majority of the e-com site. 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 from initial concepts through to final execution, working alongside a dev team to implement them. This resulted in significant improvements to conversion rate, session durations and site speed.
Utilising my UX skills, as well as knowledge of user journeys, responsive design and accessibility, I have redesigned the visual components and functionality from initial concepts through to final execution, working alongside a dev team to implement them. This resulted in significant improvements to conversion rate, session durations and site speed.
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 more compact vertical sliding carousel, as well as introducing the product flatlay as a transparent image. I used heatmaps of the old site to identify under-used elements which could be removed which, combined with the new image gallery, improves the overall hierarchy and use of white space. The description, previously lengthy 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 more compact vertical sliding carousel, as well as introducing the product flatlay as a transparent image. I used heatmaps of the old site to identify under-used elements which could be removed which, combined with the new image gallery, improves the overall hierarchy and use of white space. The description, previously lengthy 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.
