UX Audit for Mulberry 

I was hired by the British, luxury fashion brand Mulberry, to undertake a UX audit of their website.

Mulberry UX Audit Project Hero

Project Overview

The Mulberry website was redesigned in 2016 by King & Partners. This coincided with the hiring of Mulberry's current Creative Director (Jonny Coca) and with it, newly designed products and an updated brand direction.

The website adopted much of the new brand, but for various reasons, certain aspects of the UX weren't fully considered. As a result Mulberry contacted me to conduct an objective audit of their website to evaluate the quality of the user experience.

The Challenge

To provide Mulberry with a holistic UX audit that would:

  • Provide expert UX critique from an unbiased, external source
  • Provide a list of pragmatic and measurable improvements

My Role

  • Heuristic Evaluation

  • UI Audit/Expert Review

  • Website Analytics Review

  • Presentation of findings to key stakeholders
Mulberry UX Audit Heuristic Evaluation 1

Heuristic Evaluation

I undertook an objective evaluation of the site's UX by conducting an heuristic evaluation. This consisted of nine usability measurements:

  • Homepage Usability
  • Task Orientation
  • Navigation & IA
  • Forms & Data Entry
  • Trust & Credibility
  • Writing & Content Quality
  • Page Layout & Visual Design
  • Search Usability
  • Help, Feedback & Error Tolerance

Key Insights

The results of the evaluation gave an overall score of 71%. This indicated that, on the whole, the site performed well, but was let down by several  issues:

  • Poor navigation on mobile and tablet
  • A lack of brand and product stories
  • Few lateral journeys from product to product
  • Poor search functionality
  • A static homepage with limited content variations
  • Unoptimised data inputs that increased user error and abandonment
  • The lack of extra polish you would associate with a luxury brand
Mulberry UX Audit Heuristic Evaluation 2
Mulberry UX Audit UI Inventory 1

UI Audit/Expert Review

I undertook a UI inventory to gain insights into the consistency of the existing user interface.

All UI elements were captured and then categorised into groups:

  • Buttons & Icons
  • Modals
  • Global Header & Footer
  • Forms
  • Typography
  • Imagery

Key Insights

The results of the UI audit suggested that, on the whole, the site had a consistent ‘look and feel’, but there were areas that could be improved.

These included:

  • Lack of interactivity and immersiveness
  • Challenges with the photographic aspect ratio
  • Consistency and legibility of typography
  • Missing states from navigation items
  • Consistency of button/icons styles
Mulberry UX Audit UI Inventory 2
Mulberry UX Audit Analytics 1

Website Analytics Review

I reviewed the site analytics to ascertain if there were any issues with how  users were navigating the site. I used the following data sources:

  • Google Analytics Dashboards
  • Google Page Speed Tool
  • Google Heat Maps & Event Tracking

Key Insights

  • Many users exited the site on product listing pages. This suggests they were either not finding what they wanted, or drilling down to product details pages, only to return to listing pages and then exit.
  • Although the majority of users visit on mobile, their degree of engagement/willingness to purchase is lower than on tablet/desktop
  • Google Page Speed Insights suggests various technical improvements around compression and minification
  • Size of tap/click targets should be increased to make it easier for users to select the right link and avoid error
Mulberry UX Audit Analytics 2

Concluding Thoughts

The audit highlighted a number of ways in which the UX of the Mulberry website could be improved: navigation, interaction, task-based/functional, content enrichment.

This initial contract lead onto an ongoing programme of UX improvements where I implemented many of the recomendations mentioned in the audit.

Projects to date have included the redesign of both the Shopping Bag and Checkout experiences, as well as the addition of new site features such as Wish List and Send to a Friend.

Furthermore, I now provide Muberry with monthly UX support across the majority of their digital projects. 

Tools

  • Sketching

  • Sketch App

  • Flinto

Deliverables

  • User Journeys

  • Click-though Prototype

  • UI Animation/Prototype

Type

  • Mobile App

  • Responsive website

Sector

  • Media

  • Telecoms

Get In Touch

If you need help with a UX Design project then I'd love to hear from you.

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