Mobile User Experience Redesign
Approach and Execution
Refine the mobile shopping experience for My Haircare & Beauty, catering to the needs of their expanding mobile user base.
- Brand Voice & Identity: Forged a visual identity that communicates strength, precision, and dynamism—critical traits of the company's brand voice.
- Symbolism & Typography: Selected design elements that symbolise progression—like the lynx—paired with type that conveys movement and energy.
- Colour Theory Application: Applied colour theory to choose a palette that evokes vitality, using orange signifying energy and enthusiasm, set against a deep, grounded backdrop to denote strength.
Wireframing / Protoyping
Designing a user flow
Wireframes structured the new mobile layout, outlining where features would be placed for optimal user flow. This was critical for developing intuitive navigation, especially important in guiding users from browsing to purchase.
Prototypes built from these wireframes were essential for alpha testing, providing a tangible way to assess and refine the site's functionality. This phase focused on user interaction—identifying friction points and confirming the layout's effectiveness.
Refining the wireframes through iterative testing ensured the final design was straightforward, making the user's interaction with the app efficient and enhancing the overall shopping experience. This rigorous approach to design and testing was key to delivering a polished, user-centric mobile experience.
Wireframes facilitated a methodical approach to layout design, enhancing the functionality and aesthetic of the final product.
Navigation Optimisation
The navigation redesign focused on surfacing critical user account details immediately upon entry, streamlining access to personal features and settings. This strategic placement reduces the steps users must take to find their information, directly addressing user efficiency and satisfaction.
Simplification was also crucial in the interface update, eliminating unnecessary elements that previously cluttered the user's view. This decluttering aids in decreasing cognitive load for the user, allowing them to navigate the site with greater ease and less distraction.
The search functionality was significantly upgraded by introducing a dedicated search panel. This feature offers a responsive tool to sift through the extensive product range, accommodating over 1000 individual listings. The panel expedites product discovery, catering to the users' expectations for quick, accurate results.
This combination of focused navigation and enhanced search capabilities minimises barriers between the user and the product, smoothing the path to purchase and encouraging engagement with the product catalogue. Through careful analysis and user feedback, these design choices were validated to enhance the shopping experience significantly.
Improved navigation and search functionality significantly reduce the time from product discovery to purchase.
Design
Clarity and Conversion
An in-depth analysis of user engagement patterns led to strategically pruning the website's interface, targeting and removing distractions. This resulted in a cleaner layout that brings product content and calls to action into the foreground, making them the focal point of the user's journey. By doing so, it alleviates user decision fatigue and subtly guides them towards conversion points. This clear, targeted approach not only enhances the user's ability to find and interact with key content but also streamlines their path to making informed purchase decisions.
Streamlining design elements supports more precise decision-making paths for users, enhancing conversion rates.
Reengineering the mobile experience for My Haircare & Beauty was a targeted effort to elevate user interaction and encourage purchases. By emphasising navigational simplicity and efficient searchability, the redesign aimed to reduce friction and present a clear, concise path to checkout. The outcome is a mobile shopping experience that is not only visually appealing but also demonstrably easier to use, positioning My Haircare & Beauty as a forward-thinking leader in online retail.