Redesigning the online presence for luxury jewellery brand Boodles.
Boodles is a British luxury jewellery brand founded in 1798 and is a reputable brand in the UK high jewellery industry. LogicSpot partnered with Boodles to develop and support their ecommerce site.
See live
Involvement
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Understand
- Client workshops
- Business goals
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Design Research
- User personas
- User flows
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Define Direction
- Moodboard
- Ideation workshop
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Prototype
- Wireframes
- Interactive prototypes
- User testing
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Design & Build
- Design
- Collaborate with front-end engineers
The brief was to refresh and redesign the Boodles' ecommerce site to improve the online presence and customer experience.
Process & Design
Working closely with Boodles' ecommerce and creative directors, I planned a new and improved customer journey.
I designed with the goal to offer Boodles luxurious offline customer experience for their online customers. The new design harnessed Boodles rich heritage of fine jewellery craftsmanship. It emphasises their key products and sections to learn more about the brand or the designer.
Above image: Part of mobile view
The redesign resulted in a 180% increase in average order value on mobile devices.
The mobile visitors were increasing month by month. I had to cater for these changes and make sure the experience on mobile was elegant. I improved the browsing and purchasing journeys as well as designing easier access to booking a viewing for the pieces. We also captured customer information here prior to a viewing to provide a more personalised in store visit.
Above image: World of Boodles page
Above image: Enagagement page
Results
The website redesign resulted in 58% increase in average order value, and 180% increase in average order value on mobile, as well as a significant improvements to the page load time.