Kipling Website Case Study

UX/UI Design, UX Research, Branding

Team: Leah Cuker, Katherine McNamara

This project aimed to elevate the website's aesthetic and simplify the customer experience in order to appeal to Millennials. By implementing user-centered design principles, we streamlined the shopping experience- minimizing fatigue and enhancing usability. Key features include elevated UI design, improved product organization, and cohesive design components that reflect the brand's identity. The end goal is to foster a seamless shopping journey that encourages engagement and conversion, particularly among younger visitors.

Project Overview & Goals

This project aimed to elevate the websites aesthetic and simplify the customer experience in order to appeal to the Millennial demographic without isolating the loyalist customer. By implementing user-centered design principles, we streamlined the shopping experience- minimizing fatigue and enhancing usability. Key features include elevated UI design, improved product organization, and cohesive design components that reflect the brand's identity. The end goal is to foster a seamless shopping journey that encourages engagement and conversion, particularly among younger visitors, while maintaining the essence of the brand that loyal customers know and love.

Heuristic Evaluation

Critical

Consistency & Standards
No real system of type hierarchy. Overload of icons and tags. Confusing naming conventions.

Aesthetic and Minimal Design
Product information is overwhelming and cluttered. Poor visual organization.

Neutral

Visibility of System Status
Headlines and breadcrumbs indicate user location on site. Walks user through checkout process.

Match Between System & Real World
Same naming conventions and featured collections on site as in store.

Positive

Flexibility & Efficiency of Use
Thorough menu that offers different approaches to find product, as well as search and filter options.

Help Users Recover from Errors
Chat bot for customer service questions.

What We Can Improve

Take cues from Millennial-focused brands to improve overall visual appeal
Create a clean and neat interface utilizing grid system
Establish hierarchy to help improve user understanding
Edit information down to what is most important & useful
Focus on campaign imagery to elevate look & feel
Tone down promotional focus across site
Streamline buying experience to increase conversion
Better the overall organization and experience

Competitor Analysis

Everlane

Sustainability focused brand with modern, clean aesthetic
Marriage of dynamic model imagery and product focus
Clear hierarchy structure of text
Grid system creates sense of order and ease
Simple labels and straightforward copy does not overwhelm users

Coach

Bold and dynamic use of still imagery and video
Focus on classic styles known to consumer but elevated
Variation in typeface creates hierarchy of text
Simple navigation keeps focus on product finding
Streamlined experience across full price and outlet sites

User Persona: The Loyalist

Karen Walker, 60

Retired Mother of 2

STATUS: Married OCCUPATION: Retired

LOCATION: Suburbs EDUCATION: College

PERSONALITY: Practical, Budget-Conscious, Stuck in her ways

Bio

The Loyalist lives in the suburbs with her husband in their empty nest. Her kids are adults and out of the house. She enjoys days out running errands and going on cruises with her husband. The Loyalist has traveled to many parts of the world. She is often frustrated by technology and still prefers shopping in-store.

Behaviors

Always shops on sale
Still saves physical coupons
Only shops tried and true brands
Always stays organized
Has loyalty accounts with all her favorite brands, though she often forgets her passwords

Empathy Mapping: The Loyalist

Say

"I love the practicality of Kipling!"
"I’m looking for an everyday bag!"
“I’m a loyal shopper to the brands I love and trust"
"I love the monkey keychain!"

Do

Visits the same brands she trusts over and over again
Always shops during promotions- doesn’t buy full price
If she likes it she buys it in another color

Think

Sales are the only way to shop
Practicality is more important than fashion
New brands are not trustworthy

Feel

Overwhelmed by all the new brand options
Loves to shop brands she’s bought from before
Appreciates practical and thoughtful design

Problems (Pains)

Trendy brands are too confusing and not accessible
New brands don’t value loyal customers
Scrolling through lots of products is frustrating and overwhelming

Goals (Gains)

Easy, convenient shopping for bags she trusts
A brand that values her loyalty and business
Practical and reliable products that she can trust

As a User I Want

Reliable and easy shopping of my favorite products
Frequent sales to get more value
Appreciation of customer loyalty

As a User I Need

Comfort and accessibility in the online shopping experience
Efficiency to avoid shopping fatigue and decision paralysis
Ability to find what I want quickly and also compare products

User Persona: The Millennial

Kayley Green, 32

Young Professional

STATUS: In a relationship OCCUPATION: Marketing Strategist

LOCATION: Big City EDUCATION: College

PERSONALITY: Independent, Thoughtful, Empathetic

Bio

The Millennial lives in a metropolitan city in an apartment with her long-term boyfriend and dog. She works in marketing and. She enjoys going to her run club and getting brunch with friends. The Millennial enjoys travel but can’t always afford it. She always has her smart phone on her and uses it for pretty much everything.