Redesigning the online experience of a South African favourite
The client
Narrative is an early-stage startup building the next AI-powered compliance tools to help teams move faster.
The challenge
Narrative approached Logic + Rhythm to assist in designing and building the initial web application for their new product. The Narrative team prepared a set of MVP features they wanted to kick off with, and had a tight window of 3 month to achieve this. At the time the client did not have any branding yet, so I had to decide on a visual direction that felt most fitting for their end user.
The solution
As our time was limited, we decided on proceeding with using Schadcn's library kit as a base for our components and to allow us to reskin easily while we worked through designing the MVP features.
Understanding the local and global landscape
I conducted research on local and international competitors in the Food, Fashion, Beauty, and Home departments to develop benchmarks. To further define improvement opportunities and enhance the overall customer experience for the PLP and PDP pages, I completed a feature audit along with an UX audit.
Based on our research, we identified key areas for improvement for the PLP Cards, Filtering, Grids, and PDP pages, and presented our findings in a presentation to key stakeholders for each department.
Improving the browse-ability of items to increase sales without sacrificing minimalism
Each department had their own clear financial targets and sales strategies, to ensure successful sales in their specialised area. This led us to examine the PLP Card in more detail and define guidelines for handling all of the information from each department in a simplified and contained way. We were able to deliver a PLP Card that included all necessary product information (Colors/Volume, Brand, Name, Tags, and more) from each department while maintaining a clean and minimal feel.
Providing the perfect amount of product information to a potential customer
Based on our research, we were able to define areas for UX and UI improvement for the Product Description Pages. Some of the improvements included, larger product imagery, scroll through thumbnails, free delivery call outs, find in store, recently viewed products and more.
