1. The Challenge
Boots embarked on a full transformation and replatform during my time with them, which meant an overhaul of the full end to end eCommerce experience including the Basket and Checkout.
My main objective, alongside other smaller side projects, was to lead and deliver an improved basket and checkout.
Responsibilities included:
• Producing wireframes, user interface designs and prototypes
• Collaborating with optimisation and research teams to test and validate proposed solutions
• Presenting and getting buy-in on concepts to key stalkholders
• Handover of approved outputs to development and content teams
Below is a visual of the website prior to transformation:
2. The Solution & Process
We approached the redesign collabaoratively leveraging all resources across data, optimisation and research to understand the current user struggles.
- RESEARCH
Alongside working with the research team, we conducted workshops internally and externally to better understand the existing user flow and the problems it was facing. This allowed us to build out objectives and methodologies to form the foundation of the project.
We consistently bought varying level of solutions to be researched via quantatitive and qualitative methods to our users through this whole project. - DATA
Together with the analytics team we pulled out data from the performance of the present system and collated this alongside the research findings. In doing so this formed a strong foundation to ensure detailed focus on the areas of most concern. - UX
With the knowledge gathered we worked in great detail to create proposed wireframed solutions and prototypes across the full user journey to be able to test and validate before proceeding on with user interface design. - OPTIMISATION
Upon creating wireframes – particularly at component level, we worked with the optimisation teams to test and validate these to ensure confidence in these solutions.
In addition, we worked closely with the team to bring in new third party tools to enhance and optimise the new experience for the user - TEST
Throughout this process we continuously tested and validated solutions via A/B testing to ensure a high level of confidence in the proposed directions. - UI
With the knowledge gathered and components tested we worked in great detail, adhering to, improving and building out the design system ensuring all take in to account the existing iconic Boots brand. Alongside we worked in great detail to form coherent interactions for all touch points and notifications required. - ACCESSIBILITY
This is at the core of all we do, ensuring we align with the WCAG in all deliverables.
