Burberry E-commerce Redesign
Project Goal: Redesign the original website for a more visual focused version following the new aesthetic guideline from Riccardo Tischi, chief creative officer
Role: UX Designer
Main Tasks: Prototype proposal, ideating, wire framing and analysing user studies
Old E-commerce design on laptop
Old E-commerce design on phone
Market research and the website analyses gave us a great view of how the product is doing and what else we should keep in mind when designing it.
We analysed the datas that were collected by the UXR and brainstormed together for the best outcome in order to make it as user centred as possible.
New layout proposal
New layout proposal
New layout proposal
New layout proposal
I had a chance to present my version of the layout and ideate designs together with the team. Even though the layout proposals were not 100% implemented in the final version, some of the ideas from my proposals were adopted into the it.
In this layout proposals, I focused more on the colour coherence and the visual effect. I also played around with a more dynamic and non-traditional layout. It got some nice feedback and the colour block look made it into the final version. However, it was a bit too edgy or post-modern for the users to use it easily as it’s quite different from the UX available nowadays.
Motion design proposal for the landing page by me.
This proposal wasn’t adopted in the final version due to some front end developing technical issues but i still think it’d be cool if it can be implemented.
Final version of the
website
The final proposal is strongly visual focused within the new aesthetic guidelines that Burberry requires.
In the end, we managed to find the perfect balance in between keeping the UI simple and clean, and providing enough information for the users.
Successfully raised KPIs and reached the project goal
With the redesigned version launching, it resulted with higher click rate, conversion rate and CSAT.
The whole website also corresponds to the Burberry’s brand identity and its aesthetic guidelines, and it reached out initial goal for redesigning.
This was a really great opportunity for me to learn how to collaborate with other people with different disciplines and expertises.
Even though some of my ideas were not chosen for the final product, I still learned a lot about communicating, collaborating and teamwork, as well as prioritising tasks and time managing.
If i have more time, I’d make elevate y designs more. However, it’s also a lesson for us to learn when to stop and when to not be a perfectionism.