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Website Redesign
UX Research
Discovery
Creative Workshops
Styleguide
Prototypes
2023
The existing site had issues with user experience, navigation, and presentation of products, leading to a decline in customer engagement and conversions.
My team and I followed a user-centered approach, starting with extensive research and workshops with the client. We conducted in-depth analytics research to identify pain points and collaborated with the client to find the best solutions for UX and design on their new site.
The research and workshops played a critical role in informing the redesign process. Through extensive analytics research using tools like Google Analytics and HotJar, we identified pain points and areas for improvement on the existing site. We also conducted various workshops with the client, including discovery sessions, creative direction workshops, homepage workshops, navigation workshops, and individual workshops for the PDP and PLP. These workshops helped us gain valuable insights into the client's requirements, user preferences, and business goals. We worked closely with the client to determine the best components, user flows, and navigation system for the site.
This collaborative approach ensured that the final design solutions were tailored to meet the specific needs of the users and the business.
The design system played a pivotal role in the project, as we adopted a component-based approach to ensure a consistent and cohesive design across the site.
We set up a comprehensive style guide and iCMS library that served as the foundation for the entire redesign. This allowed us to create a seamless and easy-to-manage style throughout the site, providing a unified look and feel that reflected the brand identity of William Ashley while maintaining a user-friendly experience for its visitors.
The navigation and search design presented a unique challenge due to the vast range of products offered by William Ashley. We conducted in-depth research and workshops, including homepage and navigation workshops, to gather insights on user expectations and behaviors. Through collaborative discussions with the client, we crafted a navigation system that utilized tabs to switch between general shopping and registry links, while also incorporating a "mega nav" that offered different options such as plain text links, links with thumbnails, or promotional tiles. This component-driven approach enabled us to create a hierarchy of information and display various links in a clear and concise manner.
The Product Listing Page (PLP) posed a unique challenge as the client required a significant amount of content on the product cards, including quick add to cart and quick add to registry options, as well as displaying deals for larger quantity purchases. Through extensive research and workshops, we gathered insights on user preferences and behavior patterns. We designed clear and simple product cards that accommodated the required information while maintaining a visually appealing and user-friendly layout. The PLP design also incorporated an "off-canvas tray" to display filter options, ensuring a tidy and organized appearance.
The Product Detail Page (PDP) was a critical part of the website redesign for William Ashley, as it played a key role in converting users from browsing to purchasing. Extensive research and workshops were conducted to analyze the existing site analytics and gather insights into user behaviour. Multiple versions of the PDP were iteratively designed and tested with the client to determine the optimal solution.
UX considerations for the PDP included providing different variations for buying products in sets, incorporating "off-canvas trays" to keep the page simple and easy to navigate, and creating a component-driven design that could be easily customized on a product-by-product basis. The final design focused on providing clear and comprehensive product information, showcasing product images and details, and offering easy options for adding products to cart or registry.
The basket, checkout, and my account pages are critical components of any e-commerce site, and William Ashley's redesign was no exception. The basket and checkout pages required careful consideration of the user journey, ensuring a smooth and intuitive process for adding products to the cart, reviewing the cart contents, and proceeding to checkout. We focused on creating a streamlined and visually appealing design that minimized distractions and simplified the checkout process, reducing friction and encouraging conversions.
The my account page presented its own set of challenges, as it needed to provide users with easy access to their account information, order history, and personalized settings, while maintaining a visually pleasing and user-friendly layout. We employed best practices in UX design, such as clear navigation, intuitive layout, and easy-to-use interface elements, to ensure a seamless and efficient experience for users managing their accounts.