Project:

Driving UX engagement for retail e-commerce.

Bally, a Swiss luxury fashion house renowned for timeless craftsmanship, faced navigation issues impacting sales, which I identified during an early-career site review with fascinating user feedback insights.

Mission objectives:

Optimise navigation: Propose recommendations to fix issues where users can only navigate to sub-level category products.
Drive engagement: Boost brand loyalty and drive sales by exploring ideas to generate more meaningful customer journeys.
Identifying ways to improve the user experience

Navigation appraisal

On the desktop version of the Bally website, the navigation worked well however, on the mobile version, I discovered something that would frustrate many users! Users are forced to navigate down (via nested doll) to each category sub level – with no direct access the top-level landing pages for men and women.

Defining the foundations for user experience design

Site Mapping

Site maps and wireframes were drafted, and user flows adjusted to improve navigation. Key landing pages were retained to serve as shop windows, showcasing relevant products to targeted audiences and increasing opportunities for conversions.

Sketching / wireframes

Early sketches helped map core layouts, informing the creation of wireframes for the interactive design prototype.

Wireframe user journey logic was validated ahead of the high-fidelity design work to save time and drive development efficiency.

Exploring navigation

Design evolution

Scores of navigation header combinations were tested with paper prototypes to identify typical shopping patterns.

Wireframing and prototyping

Prototyping

Wireframes were validated before the creation of high-fidelity design work to save time.

Minimalist product designs ensured the product remained the focal point, embracing the concept of a VIP at a red carpet event, echoing the campaign of the joyful optimism of a youth.

Testing and refining the prototype

Guerrilla research

During some guerrilla research, participants were offered a free coffee as a token of appreciation while I informally gathered insights to validate design ideas and assumptions.

High fidelity prototype design

Design empathy

The ‘Add to Basket’ button is visually linked to the basket icon, giving informed users confidence to purchase more.

Persuasive design

The user forms an emotional connection with these items. The enlarged ‘BUY NOW’ heart throbs subtly, inviting users to engage.

Driving engagement

Proposed ideas… ‘My Bally’, ‘Bally Couture’ for exclusive event invitation and merchandise plus a ‘photo app’ item colour matcher.

Evaluation of 'wishlist' and 'basket' placement

Principle of visibility

Prominent icons with numerical indicators follow the principle of visibility (Nielsen), making key features easily accessible and immediately visible. This allows users to quickly access their wish list or basket without navigating through multiple pages, improving the overall usability of the interface.

Behavioural psychology

The bold placement of the wish list icon taps into behavioural psychology, specifically desire and anticipation. Feelings of wanting, nudging users to revisit items they have previously shown interest in. This tactic keeping those items top-of-mind, which can increase the likelihood of conversion.

Cognitive distinction

The visual difference between the two icons addresses the need for cognitive distinction. By visually separating these two actions (one focused on saving items for later, the other on immediate purchase), users can easily differentiate, reducing mental friction and enhancing purchase intent.