Role: Art direction, design, IA consultation, front end HTML / CSS / JS
The brief was to produce an eCommerce site design based on a prebuilt html template as part of an inhouse eCommerce project to get 4 worldwide sites to use the same front end & back end systems.
I consulted with both Speedo and internal Pentland Brands teams to build a design brief that had to use the existing brand guidelines, be consistant with the current packaging design, reference the USA site & vastly improve from a UX position the current site ecommerce site.
The main challenge was to not disassociate the (then) current brand site and to allow the design to be easily transposed onto the (then) current brand site.
Using research data, analyitcs, heat mapping and user feedback (internal & external), we were able to understand where the issues around drop outs, form non-completions, basket abandonments. This was fedback into the information architecture and the designs tweaked and corrected accordingly. A method that we continued to use with the additonal of A/B and Multi Varient testing.