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    The branding of british furniture chain Heal's was updated. My role was to provide a cleaner, more visually consistent shopping experience throug… Read More
    The branding of british furniture chain Heal's was updated. My role was to provide a cleaner, more visually consistent shopping experience throughout heals.co.uk and its microsites. Taking influence from high end furniture and home websites, consistency was applied to page headers, fonts, colour schemes and general content pages. My UX/UI experience was applied most onto the shopping cart and checkout proceedure. The new visual approach made the user journey appear much more steamlined and tidy. Close communication to the e-commerce provider made this project work within constraints as well as the clients specific needs, especially their delivery and shipping logics. For the microsites, specific shopping journeys were made in relation to the individual product ranges instead of general products. For example, when working on healssofas.co.uk, the user journey was slower in order for the customer to be provided with the greatest range of options before narrowing it down to their final decision. This was to ensure the customer makes the right decision on a sofa and prevent refunds through rushed purchasing. Content pages and category pages became more influence by editorials. Showing the customer a contantly changing introduction to categories. Making the start of their journey more exciting. Read Less
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Task
The branding of British furniture chain Heal's was being updated. The new visual approach had to be applied across the website. At the same time a number of customer journeys were being reviewed based on collected data.
 

Solution (for rebranding)
An asset focused UI change was finalised, designed and coded in by myself. This was the result from taking in new brand guidelines and my own competitor research.

 

Solution (for customer journeys)
Best practices were applied to new customer journeys within the shopping cart and checkout procedure. Other redesigns included a clearer mega menu that was easier to maintain plus a more modern component design to the store locator page. More quicker data driven solutions included new landing pages for popular PCC pages for discontinued brands.

 

For the microsites, specific shopping journeys were made in relation to the individual product ranges instead of general products. For example, when working on healssofas.co.uk, the user journey was slower in order for the customer to be provided with the greatest range of options before narrowing it down to their final decision. This was to ensure the customer makes the right decision on a sofa and prevent refunds through rushed purchasing.
 
Content pages and category pages became more influence by editorials. Showing the customer a constantly changing introduction to categories. Making the start of their journey more exciting.