Burberry Adaptive Ecommerce Website

Overview

Burberry sought to enhance their digital shopping experience by designing a fully adaptive ecommerce mobile website. The goal was to ensure a seamless shopping experience across all devices while integrating the new site with Burberry’s preexisting digital ecosystem.

My Role
As a key designer on this project, I was responsible for designing intuitive and visually cohesive mobile experiences that aligned with Burberry’s brand identity. My work spanned UX and UI design, ensuring an effortless and engaging shopping journey.

The Challenge
The primary challenge was to create an adaptive mobile shopping experience that provided full ecommerce functionality, including search, product pages, and a shopping basket, while maintaining consistency with Burberry’s existing digital platforms. This required a deep understanding of Burberry’s user base and the luxury market’s expectations.

The Process

1. User Research & Competitor Analysis:
   1. Conducted user research to understand the expectations of Burberry’s customers.
   2. Analysed competitor ecommerce sites to identify best practices and opportunities for innovation.

1. Information Architecture & Wireframing:
   1. Mapped out user flows to ensure a frictionless journey from discovery to checkout.
   2. Created wireframes that balanced clarity and elegance, optimising for ease of use.

1. Visual & Interaction Design:
   1. Developed high-fidelity prototypes that reflected Burberry’s refined aesthetic.
   2. Ensured a smooth interaction experience, particularly for mobile navigation, search, and the checkout process.

1. Integration with Existing Digital Products:
   1. Worked closely with development teams to ensure seamless integration with Burberry’s existing online presence.
   2. Maintained brand consistency while adapting components for mobile usability.

Outcome & Impact:

1. Delivered a sophisticated, adaptive ecommerce mobile website that upheld Burberry’s luxury brand identity.
2. Enhanced mobile user engagement, leading to improved conversion rates.
3. Created a seamless shopping experience that aligned with the expectations of Burberry’s high-end clientele.

Key Takeaways:

1. Balancing brand consistency with mobile optimisation requires a deep understanding of both visual identity and user behaviour.
2. Seamless integration with existing platforms is crucial in maintaining a unified digital ecosystem.
3. Luxury ecommerce demands a careful balance of aesthetics and functionality to meet user expectations.