Smythson Redesign — Personalisation Journey
Milan Zaveri
Smythson Website Redesign + Personalisation Journey
Brand Background
Smythson — a world where luxury and versatility are never compromised. Where expertise meets individuality. Rooted in deep heritage, Smythson represent over 130 years of British luxury leather goods at their most refined, with an enduring dedication to unrivalled craftsmanship.
Objectives
Enhance User Engagement.
Enhance the personalisation journey.
Improve Mobile Usability.
Ensure seamless experience across all devices.
Research and Analysis
Stake holder Interviews and Surveys: Conducted interviews with 30 frequent users and 30 potential users.
Surveys to understand pain points, preferences, and shopping behaviors.
Analytics Review: Analysed website traffic, heat-maps, and user flows.
Competitor Analysis: Studied top competitors to benchmark best practices and features.
Key Findings
Navigation:
Usability Issues:
Checkout Process:
Visual Design:
Smythson Website Redesign + Personalisation Journey
Solutions Implemented
Redesign Navigation and Search:
Responsive Design:
Streamline Checkout Process:
Enhanced Visual Design:
Implementation Process
Prototyping and Testing:
Development and Deployment:
Post-Launch Monitoring:
Results
Increased Sales Conversion Rate:
Enhanced User Engagement:
Reduced Cart Abandonment Rate:
Improved Mobile Usability:
Conclusion
The redesign of Smythson's website by focusing on personalisation journey, with UX and UI principles led to significant improvements in user satisfaction, engagement, and overall sales. This case study demonstrates the importance of user-centred design and continuous optimisation in achieving e-commerce success.
Online Presence
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Posted Jul 31, 2024
A new approach to the personalisation journey and a stunning visual direction (macro photography) across the experience to see impactful product details.
