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MAGNANNI SHOES
PRODUCT PAGE & PROCESS
Wanting to showcase the luxury brand that Magnanni is and create a straightforward shopping experience, I approached this project with a dashboard redesign, enabling customer conversion above the fold while providing additional details below the fold. I designed this with users in mind, providing them with the information they need to make an informed purchase decision while also making it easy and enjoyable to shop which as result meets goals and needs. Below you will see how this project was executed.
Product Page Study & Identify Problems - In the first phase of my approach, I focus on pinpointing any potential issues. I believe the design of a product page greatly impacts the user experience and can greatly hinder conversion rates. I believe it’s crucial to closely examine the existing page and flag any issues.
Out-of-Date Design:
- Using a design that is out of date can make users feel the website is not reliable or maintained, which impacts purchase conversion.
- Users might think an out-of-date design means the website isn’t trustworthy and can impact the brand's image and/or conversions.
Crowded Design Layout:
- Having unnecessary information, and graphics can be overwhelming for users.
- A crowded design makes it hard for users to consume the product and find the details they are looking for to entice purchasing.
Poor-Quality Images:
- Insufficient or poor-quality product images make it difficult for customers to see the details of the shoes or accurately gauge their fit and style.
- Images that are not up to par or too small to show off the product.
- Users depend on quality visuals, and if product images are low quality, it can make them unsure about how the product looks in person and its overall quality.
Ineffective Mobile Experience:
- Poor mobile device design, leading to a frustrating mobile experience. This impacts the overall shopping experience and conversion rates, especially when mobile is greatly used in e-commerce.
Poor Accessibility:
- The page is not easy to use or navigate for people with disabilities.
Call-to-Action (CTA):
- Some buttons are in poor locations and/or unclear.
Research & Goals - In my design process, I always begin by establishing primary goals and aligning the design with specific objectives. This approach starts with research, where the goal is to identify how both direct and indirect competitors engage with customers online. This study allows me to define clear objectives as I start creating the new design wireframes.
Researching Competitors:
- Explore competitor and alternative product pages to uncover patterns, industry standards, and opportunities for distinctiveness.
- Evaluate effective elements in the design and areas open to enhancement.
Define Critical Product Information:
- Detailed product descriptions that provide all the necessary information about the product, including its features, benefits, and any relevant specifications.
- Pinpoint crucial product details essential for user understanding.
- Arrange information hierarchically, covering product specifications, features, pricing, and availability.
Prioritize Visual Aspects:
- High-quality product images that accurately represent the item and provide multiple angles and views.
Design Clean and Intuitive Layout:
- A clean and intuitive layout that clearly organizes the product information and makes it easy for users to find what they’re looking for.
- Ensure uniformity and alignment.
Prominent Call-to-Action:
- A clear and prominent call-to-action that encourages users to add the product to their cart and complete the purchase.
Adapt for Mobile Use:
- Tailor the product page for optimal viewing on mobile devices.
- Ensure the product page looks and functions well on a variety of devices, including desktop computers, tablets, and smartphones.
Improve Accessibility:
- Ensure your product page accommodates users with disabilities.
Design Strategy - Leveraging competitor research, I moved into the first iterations and collaborated with development, merchandising, and board to make tweaks to better align with our goals. Once we established our foundation, I was able to design for items outside of our footwear category.
Once complete, we were able to establish an experience for our club members
Final Design - Default Product Page
Final Design - Locked Product Page - Customers Unsubscribed to Private Access Program
Final Design - Unlocked Product Page - Customers Subscribed to Private Access Program
Final Design - Default Product Page, Semi-Reduced Content
Final Design - Default Product Page, Reduced Content
Final Design - Intended Use
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