service and product designer
service and product designer
A Case Study
Designing the online store for a giant of British Fashion
To update Jeff Banks online store into a responsive, user friendly and handsome place to buy men's fashion by one of the UK's most loved designers.
My Role
To design the new layout and consult on improvements to the customer journey.
Twice a year, Jeff art directs and shoots his new collection in a way that reflects the themes and influences the designs. I created a homepage that was simple and makes excellent use of this imagery.
The hero image changes once a week in parallel with the marketing email sent out. (I also design this)
Jeff has many dedicated customers, for them we included a special area for newly arrived items.
I think the menu area is a really valuable place, and I want it to have as many opportunities to capture clicks as possible. I went for a five column design that mixes offers, filtered options and big images.
I went for a four column grid with this so we could show off the product nice and big in rows of three. I also nestled some instructional videos by Jeff Banks within the layout, this brought attention to Jeff's Youtube channel and gave customers handy advice and tips while they were shopping, a bit like a helpful but not intrusive shopping assistant.
Up until now, most product had been photographed on mannequins or flat. I encouraged a change to model shots because it gives customers a better idea of what they're ordering (and it looks better).
I wanted a clear and concise product page with big images, clear title and price. I asked the buyers to make sure product descriptions were SEO and customer friendly, they nearly always include tips on outfit ideas. Since we made these changes the conversion rate is much better.
You can toggle this on every product page so customers can find their right size. It helps reduce returns.