Redesigning the online experience of a South African favourite

Year: 2023

Client: Narrative

Role: Lead Product Designer

Services: Product Design

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 start off with, and had a requirement us to design and build the product within a 3 month window. Narrative at the time 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. Due to the time constraint, we could not test

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.

Slide deck presented to stake holders

Slide deck presented to stake holders

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.

PLP card variations for departments

PLP card variations for departments

PLP card variations for departments

Product listing pages

Product listing pages

Product listing pages

Tablet variation for product listing pages

Tablet variation for product listing pages

Tablet variation for product listing pages

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.

Product description pages

Product description pages

Product description pages variation for departments

Product description pages variation for departments

Product description pages variation for departments

© Nicola Badenhorst 2023

© Nicola Badenhorst 2023