Design Thinking

BESTSELLER

Using Design Thinking to create human-centered, intuitive and accessible user interfaces with elegant and trust building aesthetic for leading Scandinavian fashion ecommerce platform.

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About

Team

Bestseller Ecommerce (€3.4bn, Amsterdam, NL). Large agile tech org structure.

Role

Digital Designer

Date

2018-2020

OKRs

Increase Homepage Engagement +10% YOY (Q2 2019)
Increase Add to bag +10% YOY (Q3 2019)

Tools

Figma, CC, Hotjar, HTML CSS, Salesforce, Monetate, Power BI

Tasked with improving the experience on our ecommerce platform from mobile/desktop. Focusing on homepage/nav through to search, PLP and PDP design.

Overall goal to speed up the journey to product categories letting customers find products they want faster, retaining customers on our products and ensuring long term repeat custom.

When rolling out final screens, careful attention was paid to create design patterns, feedback interactions and respect colour theory / psychology in the design decisions made.

Material design principles using shadow and texture to replicate real world physicallity and depth was adopted in the design process.

Bestseller rebranded as thefounded.com Feb 2021.

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Empathise


Understanding what our users want, what motivates them to shop through ecommerce apps and what problems they face when shopping for what they love to wear.

Research enabled a better undetsanding of features they loved and features missing from our 2018 product experience.

Delivering additional value for customer is core concept of the design process as a key stakeholder in our products experiences.

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Customer Journey Maps and Empathy Maps considering our customer personas enabled a bettter understanding of user needs, motivations and pain points they face when shopping for fashion online.

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UX Researchers provided information evaluating customer touchpoints/journey at the empathy stage of redesign project.

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Define (the problem)


Understanding our users wants, needs, and pain-points, the design team formulated an actionable problem statement.

Our young working professional customer struggles to find the 'right' fashion, easily browse and refine many products while being inspired into making fashion choices that will make her feel great.

Our solution should deliver a quick and easy way for her to buy many items that she will love wearing and make her return to shop with us.

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Ideate


Iterating on as many possible design solutions refering to our problem statement – 'Going Wide' with Blue Skies Post It workshops and wireframe Sketching with extended stakeholder groups.

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Prototype


Fail fast – Mid Fidelity Wireframes through to final Prototypes designed in 2 day sprint for AB testing in Monetate.

Skills in HTML and CSS allowed me create Monetate experiences with support of development team.

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Designing to improve visibility of system status and interface feedback to guide user journey (previous heuristic evaluations exposed flaws). Solution involved using overlayid card UI design taking principles from Material Design.

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Ensuring users experience perception of control between PLP and PDP level navigation.

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Creating patterns of predictability without overloading cognitive, visual or tactile loads.

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I designed Higher Fidelity Prototypes and Screens in Figma ready for usability testing, handover to front-end devs working in sprints.

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Using my visual design skills to translate research and UX/Producrt Design wireframes into a simple visual language for our Mobile Ecommerce Application.

Final documentation in Atlassians Confluence.

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Extras


Presented work across organisation to demonstrate importance of design and desing thinking in our business. Evangelising rest of Bestseller Ecommerce team to ensure design has a voice and seat at the table within the org.

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Considering our PM's, Scrum Masters and Dev teams as key stakeholders in our new UI design refresh. The Design System resulting from this project was documented in Atlassian Confluence, designed and maintained Figma.

I was actively invluved in design presentations across the organisation to evangelise the business on importance of design and continuously creating value for our customers.

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J Mac
Digital Designer @ASOS
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