Burju
ux/ui WEBSITE redesign
Adapt the UI of the website to match with the new e-mail marketing design layout.
ABOUT THE PROJECT
Burju Shoes is a leading dance boutique stocking a large range of professional and high heel dance shoes. The updated layout and design I created for their email marketing material received a very positive response and they asked if I could lead the redesign of their website.
MY ROLES & RESPONSIBILITIES
UX & UI Lead, Research and Branding.
WHAT I USED
- Flowcharts
- Wireframes
- Interviews
- Prototypes
- User Testing
THE TEAM
- Lina Pepe: UX & UI Lead, Research and Branding
- Hannah: Account Manager for Burju Shoes
- Žan Vipotnik: Reach Realm Marketing Director
LENGTH OF THE PROJECT
July 2023 - August 2023
TOOLS
Adobe Photoshop
Adobe Illustrator
Figma
Klaviyo
Miro
GOALS
- Align the website with the updated visual style and branding
- Carry out an assessment of the current website UX/UI issues and find solutions
- Optimize the UX to better suit customer shopping habits and desires
WORK TIMELINE
GOAL: KEEP IT CONSISTENT
The main goal was to improve the user experience and update the visual style of their existing website to align with the revamped email design I created. The lack of consistency in typefaces, colors and imagery were a major issue with the old UI. There were also major issues with the UX including website architecture, customer orders, and product categories, to name only a few.
NEW E-MAIL LAYOUT
OLD WEBSITE
UI DESKTOP BREAKDOWN
CHALLENGES
CHALLENGE #1 : ARCHITECTURE
Burju has grown considerably since their original website design. Because of this their web architecture was inadequate to handle the wide variety of shoes they now offer. They also broadened their customer base and this was not reflected in the way their shoes were categorized. Burju is a brand that values inclusion and diversity, and this was a core value I worked into all elements of the redesign.
how it was
The categories were not clear and our research showed it caused confusion among users. Through Google Analytics I was able to see that users were spending too long on the home page rather than actually exploring the catalogue.
solution
New user-tested categories with a clear structure reduced confusion. low-priority menus now stay hidden in the menu drawer or allocated to a more fitting section to invite exploration and reduce visual clutter.
CHALLENGE #2 : CUSTOM SHOES
Burju Shoes core products are high quality heels specifically tailored to dancers. They have a service which allows customization of any shoe to fit personal taste or the requirements for a show/performance.
how it was
The only way to request the customization of a shoe was to add a comment at checkout after following 2 hard to notice links. Customers also needed to complete checkout and pay the basic shoe cost before they knew if their requests could be carried out. This led to unnecessary refunds and reduced sales.
solution
New user-tested categories with a clear structure reduced confusion. low-priority menus now stay hidden in the menu drawer or allocated to a more fitting section to invite exploration and reduce visual clutter.
CHALLENGE #3: FILTERING
Burju wanted their to customers to be able to easily connect with the type of shoes they were looking for. The new filter system now stays locked on top of the page in a menu drawer system. The number of filters was also increased, and tailored to the common ways our research showed customers shop.
how it was
solution
comparison
BEFORE
AFTER
REFLECTION
Working on Burju Shoes website redesign was an exciting project. Making sure the visual language I had created for their email marketing campaign was fully developed to the scale of a website took a mix of creativity and practicality. It was like putting together a puzzle, adjusting every detail to improve the overall user experience.
I used a systematic approach and tackled each issue identified during my initial research, working closely with the client and our marketing team. Taking on both the UX/UI and visual redesign was exciting. The diversity and range of problems this project posed kept me on my toes.
Diving into both design and strategic thinking, I gained new insight on how to enhance a brand that was already well established. Facing challenges and making decisions independently was very rewarding.
