Redesign of the site OGIER
Contribution
Research, UX/UI Design, Analysis
Role
UX/UI , Collaboration
Timeline
Jan2025 (1 week)
Overview
I led the redesign of the website for OGIER, a luxury brand, with a focus on enhancing its digital presence and delivering a seamless, high-end user experience. The project aimed to reflect the brand’s prestige through a refined and sophisticated design while improving usability and engagement.
My Role
Initially, my task was to redesign three key pages of the website, but the project later evolved into a comprehensive UX/UI improvement initiative. In addition to the redesign, I conducted UX research, including competitor analysis and an audit of the client’s website to identify key pain points and areas for improvement.
Problem
The website faced significant usability challenges, making it difficult for users to navigate and engage effectively.
Key issues included:
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Confusing navigation – Users struggled to locate essential information and complete tasks efficiently.
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Inconsistent design – A lack of cohesive UI/UX patterns led to a fragmented and frustrating experience.
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Limited functionality – The absence of critical features reduced usability and engagement.
Goals
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Modernize the website’s design to improve usability and align with current UX/UI standards.
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Enhance the user flow by simplifying navigation and making key functions more accessible.
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Introduce missing features to improve user experience and provide a more intuitive interface.
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Increase user engagement and retention by optimizing the structure and functionality of the website.
Competitors Overview
To ensure a more effective and user-friendly redesign, I conducted a Competitor Analysis to understand industry standards, user expectations, and areas for improvement. This research helped identify best practices, pinpoint common pain points, and uncover opportunities to differentiate our website.
Сompetitors' website analysis
To ensure a more effective and user-friendly redesign, I conducted a Competitor Analysis to understand industry standards, user expectations, and areas for improvement. This research helped identify best practices, pinpoint common pain points, and uncover opportunities to differentiate our website.
Website Audit
To enhance usability, navigation, and overall user experience, I conducted a comprehensive website audit. This analysis focused on key areas such as product discovery, filtering options, engagement elements, and visual hierarchy. Based on the findings, I identified several usability challenges and implemented targeted improvements.
Wireframes
I created these wireframes to streamline product discovery, enhance navigation, and improve user engagement. The homepage layout is now cleaner, featuring well-structured sections for collections, categories, and store locations. Product pages have been optimized with a compact size selection, accordion-style product details, and Quick View and Wishlist features for better usability. Additionally, "Shop the Look" and "You Might Also Like" sections were introduced to improve product recommendations and cross-selling. These refinements ensure a more intuitive, visually appealing, and conversion-optimized shopping experience.
Home page
Before
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Unclear Navigation – Large images dominate the homepage without clear entry points.
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Cluttered Layout – Inconsistent spacing reduces visual clarity.
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Weak CTAs – Buttons blend in as plain text, lacking visibility.
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Overuse of Lifestyle Imagery – Products are not prominently displayed.
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Poor Store Locator Placement – Hard to find and disconnected from the design.
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No Personalization – Lacks recommended or popular product sections.
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Lack of Interactivity – No hover effects or engaging animations.
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No Language Switcher – Limits accessibility for global users.
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Missing Wishlist – Not available outside the U.S., restricting product-saving options.
After
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Simplified Layout & Improved Navigation
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Introduced clear entry points and prioritized content for better user flow.
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Enhanced Visual Clarity
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Applied consistent spacing between sections to reduce clutter.
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Organized content for better readability and focus on key elements.
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Clear & Engaging Call-to-Actions (CTAs)
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Redesigned CTAs with contrasting colors, borders, and hover effects for better visibility.
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Balanced Use of Lifestyle & Product Imagery
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Integrated featured products alongside lifestyle images to improve product discoverability.
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Added a "Discover the New Collection" section to highlight new arrivals.
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Optimized Store Locator Placement
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Moved the Store Locator button to a more prominent and accessible position.
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Interactive & Dynamic Features
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Implemented hover effects on images and buttons for better engagement.
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Introduced interactive dropdown menus for smoother navigation.
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Improved Accessibility with a Language Switcher
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Added a language selection option in the footer for international users.
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Enhanced User Convenience with Wishlist Feature
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Included a wishlist icon in the header for easy saving and revisiting of favorite products.
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Added a Wishlist section in the main menu for better access and organization.
Сatalog
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Filtering Options: Users cannot refine results by size, color, price, or material, making it harder to find specific products.
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No Product Quick View: Users must click on a product to view details, as there is no quick-view feature.
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Lack of Wishlist: No option to save products to a wishlist, reducing user convenience.
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No Sorting Options: Users cannot sort products by attributes like price, popularity, or newest arrivals.
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Lack of Interactive Product Cards: Product cards lack hover effects to show extra details or visuals.
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Overwhelming Grid Layout: Showing too many products at once can feel overwhelming for users.
Before
After
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Added filters for category, material,size, color, allowing users to refine their searches more effectively.
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Implemented an "Add to Wishlist" option so users can save and revisit their favorite items easily.
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Enabled sorting by price, popularity, and newest arrivals, helping users prioritize products based on their preferences.
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Added a “Show more” button and pagination to prevent overwhelming users with too many products at once, creating a cleaner browsing experience.
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Introduced dedicated blocks where users can easily navigate to other collections, improving product discovery and engagement.
Product page
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Overwhelming Image Layout: The image gallery feels cluttered and takes up too much space, especially on smaller screens.
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Size Dropdown Design Issue: The size selection dropdown is excessively large, occupying more space than necessary.
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Unstructured Product Details: Product details are hard to skim due to lengthy and unstructured text.
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No “Add to Favorites” Option: Users cannot save products for later, reducing engagement.
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No FAQ Integration: There is no FAQ section to address common questions like sizing or care instructions.
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Missing "The Look" Feature: The page doesn’t suggest outfit ideas or complementary items.
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Limited Filtering and Personalization: Some pages display “You Might Also Like” text, but the recommendations block is missing.
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Unhighlighted Brand Advantages: Key selling points like “Handmade in Italy” blend into the text and aren’t emphasized.
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Unclosable Pop-Up: The product pop-up cannot be closed, blocking access to the footer.
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Replaced the thumbnails with larger, high-quality images for a cleaner and more immersive shopping experience.
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Reduced the dropdown size and aligned it with other elements for a more compact and user-friendly design.
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Implemented an accordion-style layout for sections like Care & Maintenance, Shipping & Returns, making information easier to skim.
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Updated to “Add to Bag”, added “Check in Store Availability” and “Contact Us” options for better user engagement.
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Integrated the “Find My Size” link next to the size selection dropdown for better usability.
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Introduced structured navigation elements to help users browse other collections and discover complementary products more easily.
Takeaways
The website audit and improvements significantly enhanced product discovery, navigation, and user engagement. Advanced filtering and sorting options made searches more intuitive, while dedicated collection blocks improved product exploration. A cleaner image layout and Quick View feature streamlined browsing, and a repositioned “Find My Size” tool improved accessibility. The “Add to Wishlist” option increased engagement, while optimized CTAs and structured product details boosted conversions. Key brand advantages were highlighted for better visibility, and UI fixes, like resolving the unclosable pop-up and resizing the dropdown, improved functionality. These updates create a more seamless, user-friendly shopping experience, aligning the site with premium e-commerce standards and increasing customer satisfaction.