The Challenge
All Saints is a major British fashion retailer. While I was working for ecommerce agency Astound, they were a primary client, and I worked on a number of UX improvements for their website.
This represents just a selection of the ideas that I presented.
Fashion moves fast and there is great pressure on the more exclusive and hip retailers to stay at the cutting edge and remain competitive.
The Process
I focused on finding ideas that would fit into the following areas:
Overarching improvements
Customer service
Elevating the brand
Personalisation
Cross-selling
Product Images
There are two view types on the PLP: full-width images and double images.
Model shots look best when large.
Product shots look best when small.
Automatically switch photo type depending on the view type.
This also enables quicker comparison when skimming through the double-image layout.
“Added to bag” overlay
Enhanced overlay notification
The “just added” notification slides in from the top.
The shopping bag icon updates to show the number of items added.
This notification confirms the user’s action.
It does not take them out of their current journey.
Dynamic messaging
The extended returns policy is signposted on the PLP.
This reassures the user while they are browsing high-value items.
Users are more likely to buy if there is a generous return policy.
Left-hand navigation on desktop
We suggested using a left-hand navigation on desktop, similar to mobile. This navigation will be visible on land on the HP and sit on top of the main hero banner area. When a user hovers over the nav area, a white panel fades in for legibility. All other pages revert to hamburger menu.
The panel extends to reveal sub categories.
