Warner Bros. Studio Tour Online Shop Redesign
June - Oct 2017
Product Designer, Beyond, London
Our client, WBSTL wanted to redesign their online shop experience by improving the outdated design and providing a mobile-first experience in order to increase sales.
After visiting the tour, and reviewing the current experience, I worked collaboratively with my design team and client to define the strategy and features for release. We understood the sentimental value of our users purchases and wanted to support this with our online experience, whilst also replicating the magic experienced in store. This strategy guided my designs where I explored solutions, iterated, created wires, transformed them into final designs with assets delivered to the developers.
The new online store adhered to best practise e-commerce design and contributed to the success of the redesign of the main site that brought a 70% drop in bounce rate.
RESEARCH / UX & UI DESIGN
Conducted research to understand the current state
UNDERSTAND
I reviewed remote user testing sessions, performed a site audit and analyzed site analytics to understand the current state of the online shop. I visited the studio tour shop to build empathy with users and conducted stakeholder interviews with Product and Marketing Managers to further understand the business goals.
Facilitated a kickoff workshop to define a strategy for the redesign
DEFINE
I facilitated a kickoff workshop with the team including Marketing team from Warner Bros. with the purpose to share research findings on the current state of the website, and collaborate on defining a strategy for the redesign, and come out with a prioritized list of features and initial sketches.
Created wireframes and explored multiple options for final design
DESIGN
I iterated further on the sketches from the workshop and turned these concepts into wires that were presented weekly to the client for feedback.
I generated various concepts for the final design of the home page, trying to balance page goals; to empower users to buy, show authenticity of the products and build a connection to the Harry Potter world.
Finalized designs, hand-off to dev and the site launched in 6 weeks
LAUNCH
I produced final designs of the footer and home page for mobile, tablet and desktop. All assets were exported to developers and I was on hand to resolve any development questions. We worked in sprints and had weekly check-ins with the dev team, where I would walkthrough the development of my designs and then evaluate the success criteria for each feature and user story.
The new online store adhered to best practice E-commerce design and contributed to the success of the redesign of the main site that brought a 70% drop in bounce rate
