Challenge
Brandys aimed to enhance its online shopping experience for its affluent clientele but faced challenges with usability and overall user experience on its website. The primary goal was to identify and resolve UX issues to facilitate a smoother, more engaging user journey.
Approach
Switas conducted a comprehensive UX audit for Brandys, focusing on:
- User Behavior Analysis: Utilizing tools like heatmaps and session recordings to understand how users interacted with the site.
- Heuristic Evaluation: Assessing the website against established usability principles to identify common usability issues.
- Accessibility Review: Ensuring the website was accessible to all users, including those with disabilities.
- User Testing: Conducting usability tests to gather direct feedback from actual users on their experience with the site.
Findings
The UX audit revealed several areas for improvement:
- Navigation: Users found the site navigation cumbersome and confusing.
- Product Discovery: Difficulties in finding specific products quickly, leading to frustration.
- Checkout Process: A complex checkout process that caused cart abandonment.
- Visual Clarity: Cluttered interface with inconsistent visual elements that detracted from the luxury brand experience.
Implementation
Based on the audit findings, Switas provided a detailed report with actionable recommendations. Brandys implemented these recommendations during their UI facelift process, focusing on:
- Simplified Navigation: Streamlined the menu and improved categorization for easier access.
- Enhanced Product Search: Implemented advanced search filters and a more intuitive search bar.
- Optimized Checkout Process: Simplified steps and introduced a guest checkout option to reduce friction.
- Visual Consistency: Redesigned the interface to reflect a clean, luxurious look consistent with the brand’s high-end image.
Results
The UX improvements led to significant positive outcomes:
- Increased User Engagement: Users spent more time on the site exploring products.
- Higher Conversion Rates: Streamlined processes led to a noticeable increase in completed purchases.
- Improved Customer Satisfaction: Positive feedback from customers about the enhanced shopping experience.
Conclusion
The UX audit by Switas provided Brandys with critical insights that informed their UI facelift process. The result was a superior user experience that aligned with the brand’s luxury image, driving engagement, satisfaction, and sales.