UX Audit on Moët Hennessy - LVMH Group eD2C platform

fabiano pessoa

Interaction Designer

UX Designer

UX Researcher

FigJam

Figma

Microsoft Excel

Food & Beverage

A strategic UX audit was conducted to address performance challenges across Clos19's e-commerce platform, using the UK mobile/desktop website as a benchmark for implementation. The initiative was driven by the need to improve overall site performance and conversion rates.

Methodology:

Cognitive Walkthrough Analysis

Heuristic Evaluation using Nielsen/Molich's and Schneiderman's principles

Structured Journey Mapping

Prioritization Framework

A/B Testing Validation

Audit Board

Key Focus Areas:

Checkout Process (Highest Priority)

Cart Visualization

Product Search

Product Detail Page

Cookie Banner

Account Management

Results and Impact:

Identified over 200 improvement opportunities

A/B tests demonstrated potential improvements ranging from 30% to 200%

Prioritized recommendations based on user value and implementation feasibility

Created a roadmap for the global rollout of optimizations

Deliverables:

Comprehensive UX analysis report

Prioritized improvement recommendations

User value scoring matrix

Implementation roadmap

Detailed solution proposals with expected benefits

A/B testing strategy and results

Recommendation Status Monitoring Tool

Strategic Value:

The audit provided actionable insights to enhance the global e-commerce experience, with potential for significant improvement in conversion rates and user satisfaction across all markets and to take decisions on next steps of the e-commerce evolution. The methodology established can be replicated across different regions while maintaining consistent user experience standards.

Project Approach:

Initial audit and analysis

Stakeholder validation

Prioritization of improvements

A/B testing of key changes with biggest potential and high risk/effort

Global implementation planning

The project demonstrated the significant impact of systematic UX optimization on e-commerce performance, providing both immediate wins and a long-term roadmap for continuous improvement.

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