Oliver Bonas

Scope:

Discovery
User Research
UX
UI
Creative Strategy

Background:

Partnering with Oliver Bonas, I led a project to transform the end-to-end customer journey from product selection to checkout on both desktop and mobile. The focus was on enhancing UX and UI by increasing upsell opportunities, refining the buyer's impression of the service, and optimising interaction patterns for a seamless, intuitive experience.

The challenge also included a re-design of core pages to align with business objectives and elevate creative expression, striking a balance between brand discovery and high-performing departments while remaining functional and on-brand.

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Objectives

Key objectives included reducing overall complexity, creating an intuitive and responsive design, promoting account creation and marketing sign-ups. By creating a seamless experience that enhances usability and increased upsell opportunities, Oliver Bonas would be able to encourage users in account creation, reduce cart abandonment and elevated the overall user experience.

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Solution

With a short sprint focused around user research and data gathering, I was able to understand all the key customer pain points. As consumers, we want a quick, easy and informed path to purchase so the focus was on creating a refined user experience to ensure shoppers are able to move through the process effectively. This in turn improved traffic, increasing conversions and helped with building trust in the brand.

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Outcomes

By redesigning a new responsive homepage for mobile and desktop, I balanced the need for brand discovery with high-performing categories, which successfully resulted in a 20% increase in user engagement and a 15% uplift in click-through rates. The design showcased a variety of content, editorial elements, and creative media to elevate the brand. Additionally, I created a fashion-specific landing page, driving a 25% increase in category traffic and a 10% boost in conversions, while staying on-brand and supporting trading goals.

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Project Details -

The Role

Company:
Oliver Bonas

Year:
2020

Role:
Product Design Lead