Here at browns we are all about being ‘Revolutionary’. We are constantly looking to ‘Amaze Customers’ by pushing boundaries to ‘Be Brilliant’.
Offer solutions for the re-design of our product detail page to integrate social media imagery, in order to inspire our luxury consumer and aid product discovery.
As a UX/UI designer, I found this to be a challenging brief due to not having access to user analytics to fully understand the users needs. This was therefore a wonderful design challenge to present to the Browns team for inspiration and ideas based on my prior experience.
> An additional feature to inspire and aid further product discovery.
> Websites product page.
> Global luxury customer (user persona to be defined in further detail)
How do we not distract the user from their initial purchase funnel and instead amaze the user with additional ideas?
How do we do this in a revolutionary way?
How do we measure this?
Positive for customer:
Strategic page design and focused user experience
Links to variants ie. size/colour & "you may also like"
Product details reflect price and speak to customer
Optimised across all devices
Improvements to be made:
Aspirational content - ie. limited edition exclusives to ensure the products feel unique as the Browns brand itself.
Social proof - ie. product reviews, generally written reviews but these can also take form in the way of imagery shared on platforms like social media.
Nearly 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews. [source]
+ User builds trust with brand, similar to ratings.
+ User inspired
- User taken away from initial product.
- Unclear visibility of system status with regards to how to return to original item.
- Variety of items shown is not tailored to the user.
Social media imagery integrated into hierarchy product images, whilst full visibility of product is displayed.
Social media imagery integrated into mid-archy below product details for users looking for further inspiration. Playful typography to stand out.
Question, how do we make the social content relevant to the user/item - ie. animal print edit.
Social content placed at the bottom of the page, for users unsure of how to style the item or with less style confidence.
My questions for Browns:
Where do the social images on product pages link to? Eg. Insta Shop, not linked, featured product …
Thus, are the images for inspiration to aid the purchase of that product or to cross sell?
TEST, TEST, TEST.