Revamping Balenciaga's UX Strategy for Product Discovery
nyoww ☄
I was brought onto the team to collaborate on the strategic deck for our agency's pitch to redesign BALENCIAGA's ecommerce website. I worked closely with the team to develop a winning pitch and was thrilled to learn that our agency had won the project.
Balenciaga's Future-Oriented Website Redesign
Balenciaga's vision for their new website was to showcase their innovative spirit and forward-thinking approach. To achieve this, we concentrated on the following key areas: conducting a comprehensive audit, utilizing a service design approach, implementing a try-on and style finder feature, reevaluating main entry levels for navigation, and addressing product discovery issues to enhance the user experience.
1. Analysing User Path for Bags section
To respond to the pitch, my initial objective was to conduct an audit of the current user journey for bags. I conducted a comprehensive assessment of the mobile flow, pinpointing any problematic areas I encountered, whether they were related to ergonomics or content.
Ergonomic review extract
Current funnel vs our recommendation
2. Using an Experience Map for an Improved Sales Funnel
Once I had analyzed the pages and features, I shifted my focus to identifying missed opportunities in their current sales funnel. To accomplish this, I constructed an Experience Map which allowed me to comprehensively assess each step of the browsing-to-buying process. This enabled me to pinpoint potential areas for the brand to capitalize on and incorporate into our response.
Experience map for Balenciaga's website redesign
3. Try-ons and Style Finder
During the assessment, we identified one of the pain points as:
It's hard to select which style I like"
In addition, the brand expressed a desire for more engaging and interactive content that specifically appealed to millennials and younger audiences. As a result, we developed several styling concepts to address these objectives.
4. Creating Gender-Neutral Navigation System
The brand has recently implemented a robust non-binary product strategy and requested that the new website align with this direction. The previous main navigation options were limited to "MEN" and "WOMEN." To accommodate the new approach, I developed a revised navigation system that prioritized products over binary gender categories.
Recommendation deck extract
Recommendation deck extract
Highlighting hard questions
5. Solving Product Discovery and Navigation Challenges
Both our internal audit and user-testing revealed numerous issues, including difficulties with discovering product lines, understanding the options available within a line, navigating the brand's vocabulary for t-shirt and hoodie fits, and distinguishing between different lines and bag characteristics in the navigation.
We helped them identify their main pain points, could it be regarding current funnel, discoverability issues and opportunities that were not identified yet. I believe that’s why they selected our proposal to handle the redesign project.
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Posted Feb 27, 2023
I led the information architecture and user experience design, and defined the digital strategy for genderless and sustainability topics.
