Luxury Fashion Web & App Research & Product Design
Nina McNamara
Overview
Business process mapping, field research & product design for BVLGARI, China
User focus
BVLGARI’s existing Client Advisor app has low adoption from Client Advisors. We needed to understand this to ensure future WeBVLGARI app iteration meet their needs.
Business focus
BVLGARI wanted to empower their Client Advisors (CAs) to offer a bespoke experience to customers in any store they visit and extend the selling ceremony beyond the store to increase conversion.
Methods & Process
Writing discussion guides,
in-depth interviews, expert interviews, data analysis, store visits, mystery shopping, stakeholder management, business process mapping, low and high fidelity wireframes, agile delivery.
Mapping categories in Magento
In-store field research
Outcomes
Insight-led back end product re-categorisation, WeChat social integration, Re-design of most useful features:
Trays - Share products of interest alongside complementary products.
Improved checkout flow - there’s a big issue with trust and counterfeit luxury goods in China, so a robust and simple checkout flow is essential
Improved Search & Browse - CAs find it hard-to-type English names of products, we made top-selling products readily available and improved the back-end search service.
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Posted Sep 20, 2023
Business process mapping, field research & product design for BVLGARI, China
