Redesigned
BraxleyBands
Refreshed
BraxleyBands
DESKOP & MOBILE EXPERIENCE
DESKOP & MOBILE EXPERIENCE
Reduction in order returns, clear communication and a cohesive digital facelift.
About
Braxley Bands.
About
Braxley Bands.
Braxley Bands claims to deliver insanely comfortable apple watch bands. They are all about blending style and comfort. They provide a high-quality product at a fair price and it's highly appreciated by their customers. The brand could best be described as design-forward, silly, youthful, earth conscious, and retro-cool.
They have an interesting story behind their brand, here you can read their story.
www.braxleybands.com
I led braxleybands to reduce the number of returns & exchanges by 68.2%. Provided the right information to make an informed decision on PLP and PDP.
Designed for FuelMade Agency
I led BraxleyBands to reduce the number of returns & exchanges by 68.2%. Provided the right information to make an informed decision on PLP and PDP.
Designed for FuelMade Agency
Problem Statements:
- Tons of returns and exchanges. Reduce, especially if they are due to ordering the wrong size.
- Users spend a lot of time on the product detail page but don't convert.
- Our site doesn't represent our vision. Non-cohesive design, confusing layout, not enough personality, not displaying the product and its features well enough.
- A better explanation of all the great things our product does.
Better showcase our story, reviews, giveback model, customer service, etc. - Conversion rate & product review improvement.
Brand's Perception Goals:
- We want to add personality to our brand which is Stylish, Silly, Nostalgic, and shows DGAF attitude.
- Our brands do not reflect the words Value-driven, serious, luxury.
My Role.
Designed the mobile and desktop experience. Did the quantitative user research and defined their style direction. I dug deep into their brand and tried to reflect their values, vision, and customer perception into a cohesive digital shopping experience.
My Role.
Designed the mobile and desktop experience. Did the quantitative user research and defined their style direction. I dug deep into their brand and tried to reflect their values, vision, and customer perception into a cohesive digital shopping experience.
UX Process:
- Quantitative research (surveys)
- Research on customer perspective on the brand.
- Problem discovery on the high rate of returns and low conversion.
- Benchmarking on industry best practices
- Prototypes for solutions
- Usability testing
User Interface Design:
- Moodboard
- Typography Explorations
- Patterns Exploration
- Visual Style Guide
- Desktop Visual Designs
- Mobile Visual Designs
Returns & Exchange issues
Impact with new updates
Business concerns with the old mobile and desktop site
"The brand voice needs to be tweaked. We need to feel more approachable to the masses and make it clear why our bands are the best on the market for an active lifestyle. It also seems people are unclear on how to wash their bands, or that they are even machine washable, to begin with. We also want to establish a rewards and referral program."
Brand's aesthetics:
"We want to make the brand feel like an homage to the retro, counterculture, pop vibe of Steve Jobs era Apple. We love the idea of retrofuturism and calling our bands "The Watchbands of the Future" yet giving it mod-retro aesthetics. Our brand feels clean yet playful, tactically clever but not corny, artisanal yet polished, nostalgic yet modern, approchable yet high quality. I really like the graphic design, copy and overall vibe Italic has been using lately."
Mood board.
Style Directions
I explored various design elements and created the following 3 variations to define the style direction. Braxley team asked for a hybrid approach, where I picked some of the key design elements from each of the direction below to facelift their new website.
Style Guides.
A bold and to-the-point Home page, that introduces braxleybands to their visitors in their own way. It provides balanced information about the brand story, its mission, and why someone should buy their product.
- Strong Navigation
- Why you should shop braxleybands
- Watch and Band sizes selection
- "Select your size" CTA in product thumbnails to emphasize the importance of the size selection before order.
- Customer Reviews
- Social Proofing (Instagram Feeds)
Additions to the product listing page that helped to reduce the returns & exchanges.
- Two separate dropdowns to select Apple "watch size" and "band size"
- "Size Guide" under the watch and band size selection
- Detailed and iconographical flyout for size guide, that helped users understand how to get the right fit for their wrist
- Two separate dropdowns to select Apple "watch size" and "band size"
- "Size Guide" under the watch and band size selection
- Detailed and iconographical flyout for size guide, that helped users understand how to get the right fit for their wrist
The product detail page required real effort, the goal was to provide very precise information that anyone would need to make a purchase.
- Exposed selection for "Band Size" and "Watch Size"
- Prominent size guide
- Clear specs of bands
- A strong presence of the customer reviews
- Brand's contribution to nature.
- Exposed selection for "Band Size" and "Watch Size"
- Prominent size guide
- Clear specs of bands
- A strong presence of the customer reviews
- Brand's contribution to nature.
Learnings.
- Customer reviews on any platform about your product are the quickest way to get insights. It can make your qualitative and quantitative research even more effective.
- Being accurate about the size guide, not just by the correct numbers but also how understandable the information is being displayed in order to make the purchase decision fast, can dramatically reduce the return rates.
- User experience does not just stay with-in the site/apps. Your customers need more attention after they place an order on your site.
- The aesthetics of any brand should be communicated throughout the user journey, aesthetics communicates fast and louder than words.
Other Projects
