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E-COMMERCE

Esprit

About ProjectOverviewWork ProcessVisual OverviewConclusion

About project

Brand
Esprit
Industry
E-Commerce
DURATION
6 Months
Team siZE
3 specialists
Esprit is global retail company headquartered in Hong Kong with a creative hub in New York City, specializes in clothing, accessories, footwear, jewelry, and home goods under the Esprit brand. Esprit operates in over 30 markets across Europe, Asia, and the Americas, partnering with stores worldwide.
Services
UX/UI design
UX Research
Web Design
Style guide & Assets
Navigation Architecture
Client review

«‎We liked their communication cadence and style overall, it was a positive experience.»

Joshua Keeler
Software Engineer, Engineering Economics Inc.

Goals&Challenges

The problem of the store with a large assortment is the difficulty of selecting the right things. That's why it was very important to make the flow of searching and buying things as convenient and understandable as possible.

Solutions &
Result

We developed a concise and light design for the site, a clear and understandable structure of the site. We also emphasized the advantages of the brand and made sure to focus the customer's attention.  on the product. During the redesign we improved all the details and developed additional pages to improve the user experience.
80+
screens
360h
design
In progress
development
Need a design? Let’s fill a form ✏️

project overview

Esprit is a worldwide online clothing store. The problemof the store with a large assortment is the difficulty of selecting the right things.
Esprit, photo #1

Revitalizing the Online Store

Today's eCommerce arena calls for up-to-date measures andapproaches if any degree of competitive edge is to be achieved. Withthe perfect realization of the state of things, brand managers at Espritwere quick to decide to rehaul the existing online store design to givea hint of freshness and keep user experience in line with the times.

As the ultimate result of our expertise-driven take on Esprit online store redesign, we have managed to achieve a felt 25% boost in the number of returning customers. Here's what we did for that.

25%
Less time for functional test creation
2x
Faster navigation interactions
+3
New UX flows that the system lacked

Today's eCommerce arena calls for up-to-date measures andapproaches if any degree of competitive edge is to be achieved. Withthe perfect realization of the state of things, brand managers at Espritwere quick to decide to rehaul the existing online store design to givea hint of freshness and keep user experience in line with the times.

As the ultimate result of our expertise-driven take on Esprit online store redesign, we have managed to achieve a felt 25% boost in the number of returning customers. Here's what we did for that.

Esprit, photo #2

Work Process

Quantitafive survey

In order for the site redesign to be successful - it is important to analyze the oldsite and collect information about the users and pages. It helped us developnew pages in such a way as to best fit the needs of the target audience.

3,477/month
Number of visits
61,92%
Failure rate
3,08
Number of pages/visits.
00:02:08
Average duration

Conduction of a research allows you to further understand the product and study the market. With this datawe can predict the behavior and preferencesof people on the site.

Customers
74.2%
New customers
25.8%
Returning users
Audience
77%
Women
23%
Men
Esprit, photo #3

Wireframes

First, we created several wireframes for the key pages,made a clickable prototype for them to test the usabilityon potential customers.
Esprit, photo #4

Concept Creation

When creating the design, we were guided by the store's brand. Sinceit is all about elegance and brevity, we decided to keep this style anduse it to create the site. High-quality photo and monochrome palettecame together perfectly for the best result.
Esprit, photo #5

Design System

We used the monochrome color palette toemphasize the elegance and minimalism of thebrand. For accents and some tags we used brightercolors to attract attention.
We created rules for the typography used in the design for all thebreak points and basic design elements. This approach helps us tosystematize design work and speed up its development.

Visual overview

The site is designed in a minimalist style. When developing it, the priority was theonvenience of using the store for clients, so a lot of attention was paid to optimizing thenavigation. On the main page you can use product blocks, thanks to which users canimmediately find new products or those that have aroused their interest.
Esprit, photo #6
Esprit, photo #7
Esprit, photo #8
Esprit, photo #9

Conceptual Ideation

The store’s brand is all about elegance and brevity, so that’s where we drew inspiration for a general design concept. We focused on minimalism, straight lines and simple colors, high-quality photo visuals, and monochrome palette.

Esprit, photo #10

Product Page

The product page contains the most importantinformation about the product. The mobile version of thesite has the same amount of information and doesn't loseits fullness and usefulness.
Esprit, photo #11
The most important thing for us was to place images and productinformation in an accessible form and according to the users' habits.The pictures are presented as a whole with the possibility to enlarge them.
Esprit, photo #12

Close client communication

Almost real-time, transparent communication with the client helped us make project-defining decisions fast while hitting the spot when it came to client expectations.
Esprit, photo #13

Testing

An early prototype allowed us to test new ideas and their implementations in practice to point out which ones we needed for certain and how exactly they affected this or that UX flow.
20+
Redesigned flows
30+
Recorded screencasts for the client

Ordering Flow

The site is designed in a minimalist style. When developing it, the priority was theonvenience of using the store for clients, so a lot of attention was paid to optimizing thenavigation. On the main page you can use product blocks, thanks to which users canimmediately find new products or those that have aroused their interest.
Esprit, photo #14

Clear Checkout & Cart Experience

We've worked out a clear cart and checkoutstructure for a better user experience. To dothis, we introduced the necessary cues,developed all the states of the fields whenentering information. The checkout flow isdivided into stacks to simplify and visuallyseparate the functional blocks.

Esprit, photo #15
Esprit, photo #16

Catering to Every Customers

Purchase flow are designed to adapt to different shopping scenarios. We've implemented features like saved carts, quick checkout options, and comprehensive payment choices to suit a wide range of customer needs.

Esprit, photo #17

My Account

A personal account created by us gives users full controlover their purchases: online and in-store. The user can fillin all the necessary contact information for delivery and itwill be automatically selected with every order.
Esprit, photo #18

Effortless Order Monitoring

The user can easily track their order and find out all thedetails about it. This function is available even forunregistered users, just enter your order number and thesite will display the status of your order and its details.
Esprit, photo #19
Esprit, photo #20

Close client communication

Almost real-time, transparent communication with the client helped us make project-defining decisions fast while hitting the spot when it came to client expectations.
Esprit, photo #21

Testing

An early prototype allowed us to test new ideas and their implementations in practice to point out which ones we needed for certain and how exactly they affected this or that UX flow.

Info Pages

For the full functioning of the site we have provided all the pages thatwill be useful and necessary for the users. All of them are structured andsupplemented with real photos to attract the the customers' interest.
Esprit, photo #22

Conclusion

Esprit, photo #23
Improved UX Through Design
By tackling a comprehensive set of design tasks, we've delivered a significantly enhanced user experience. This translates to a more convenient and engaging platform for our target users, ultimately benefiting the client in terms of customer satisfaction, sales, and reputation.
Need a design? Let’s fill a form ✏️
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