I was hired by the British, luxury fashion brand Mulberry, to undertake a UX audit of their website.
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.
To provide Mulberry with a holistic UX audit that would:
UI Audit/Expert Review
Website Analytics Review
I undertook an objective evaluation of the site's UX by conducting an heuristic evaluation. This consisted of nine usability measurements:
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:
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:
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.
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:
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.