2019
Conversion & Optimisation
Website optimisation and personal shopping journeys
Client
Browns/Farfetch
Timing
6 months
Activities
Content Strategy, UI, Wire framing, Copywriting, User Testing
Team
UX designers, eCommerce stakeholders, Developer
Deliverables
Final UI for designs, prototypes for walkthroughs, presentation decks
Background / Brief
Browns is a UK-based luxury fashion boutique, which is owned by Farfetch. It has a retail presence and website with a global reach.
I was brought in as a UX/UI freelancer to help them through their backlog of improvements for their eCommerce site. The majority of this work was focussed on maintaining this backlog and in addition, discover and propose new ways to optimise the site for a better shopping experience.
Please note: In this case study, I will present examples of the tasks I worked on over a span of six months. However, the focus is not centered around one specific feature or problem that required resolution.
KPI’s
Increase conversion
Improve usability of digital shopping experience
Enhancing the search feature
I explored two new features to enhance the search function, which are also commonplace on other eCommerce sites. The first of these was a search promote feature, which allowed the commerce team to use the real estate within the search bar to promote key products. These could either be based on real data, such as ‘currently popular’ or ‘trending’, or based on what else the team would want to promote.
The second feature I explored was visual search, a more advanced functionality that empowered users to upload images of garments and effortlessly search for them using an AI tool. This innovative addition was a direct response to the preferences of Browns' primary demographic, who are known for their keen interest in cutting-edge technology and on-site features, all while craving a seamless shopping experience.
Moreover, the growing influence of social media platforms has exposed shoppers to a wealth of visual inspiration, compelling them to seek a comparable experience directly on the e-commerce site, thus driving the implementation of visual search.
Creating an A/B Test roadmap
In addition to addressing tickets, I dedicated some time to conduct an analysis of the site. This involved setting up unmoderated interviews where users were given a straightforward set of key tasks to perform. Through this analysis, it became evident which areas required focus and which specific tasks held priority in the backlog, considering their value for Browns and the overall user experience.
I created a presentation pack for stakeholders with the suggested A/B Tests with a suggested order for prioritisation. Below are some screen grabs from this presentation pack.
‘Wear it with’ feature
While this functionality is common among most eCommerce websites, Browns, being a fashion boutique, possessed an authoritative and influential voice in suggesting various styling options for individual garments. However, the existing "Wear it with" function only presented a single outfit suggestion. To enhance the user experience, I explored different options to showcase multiple outfit choices for the same garment, including links to the corresponding garments. I prototyped these options and presented them to stakeholders.
Current feature
Suggested feature - more styles
Navigation and taxonomy review
During intervals between resolving tickets, I allocated additional time to proactively delve deeper into the website's navigation and taxonomy. Leveraging available tools, I extracted and analysed data, while also identifying key personas to gain a better understanding of the user landscape. This resulted in a presentation deck I created and shared with stakeholders, which helped facilitate further discussion of prioritisation of tasks.
Separate project
A personal styling booking flow
The retail team required a solution that would enable customers to easily book personal styling appointments at the store, either through the app or the website.
A customised booking flow was needed and it had to be user-friendly and efficient, allowing customers to swiftly complete the process. Additionally, it was crucial for the booking flow to capture key details, such as sizing, designer preferences, and occasion type, so that the Browns stylist at the store could be well-prepared with accurate information ahead of the customer's visit. I referenced competitors during the research phase for this project to get inspiration on how lots of information can be captured in an engaging way.
I created the booking flow for both the app and desktop platforms, incorporating Browns' simplistic design language and tone of voice.
