While Bluety is the first cosmetic e-commerce in the french part of Switzerland, they had difficulties to make themseleves known and drive conversions.The primary business needs we defined were to improve the user journey and ultimately increase conversions on the website.
project process
How I work?
My working process involved first understanding the user's needs and desires. Once I had a clear understanding, I defined the problem at hand. Following that, I engaged in brainstorming sessions to generate potential solutions. With the optimal solution in mind, I proceeded to create a prototype design. In the final stages, I thoroughly tested the project and handed out the final designs to the developper.
Research
Major problem and pain points on their past website
Bluety's e-commerce website has faced significant challenges that are impacting its user experience. These issues, including navigation problems and low customer engagement, are crucial areas that need attention. In this brief overview, we'll outline these main pain points and consider potential solutions to create a better online shopping experience on Bluety.
1. Lack of trust
Bluety isn’t famous yet and when you land on the homepage it was quite hard to understand exactly what it was, the website was missing legitimacy.
2. Lack of clear branding
Bluety did not have a brand guideline, therefore it was missing strong visuals that makes you want to buy the products.
3. Confusing navigation menu
Unclear navigation with two main categories split between women and men, and sub-categories in these two, users struggled to find the products they are looking for because of the lack of intuitive menu.
4. Inadequate product information
There were a lack of high-quality images, and limited customer reviews so it was challenging for users to evaluate products and make informed purchasing decisions.
Solution & Result
A website that inspires trust for customers
For Bluety redesign, I created a Design System that would help create consitent visuals and build a stronger brand.
Here are few objectives I had in mind during the redesign:
1. Clear navigation
By removing the two split categories, I reduced the confusion surrounding the navigation and the number of clicks to access the products.
2. Strong visuals
Building Bluety brand around the blue color as the primary color.
3. Product Quality and Efficacy:
The user seeks assurances, such as product reviews, testimonials, to make informed decisions.
Conclusion
Thank you!
Overall, the redesign of Bluety website was to provide users with more meaningful journeys and simplify the navigation. This would help establish trust and confidence in Bluety, increase awareness, and conversions.
This project is now at the development stage, where I’m still in contact with the developpers and testing the website, which is probably the longest part of the redesign!
