Overview:
The platform team at Ralph Lauren initiated a strategic overhaul of two critical areas of the website, the Product Description Pages (PDP) and Navigation for the FY2024 global rollout. This project was aimed at enhancing user engagement with rich content while streamlining the browsing experience, creating seamless shopping journys and aligning with global standards and expectations.
Role: In-House UX/UI Designer. Close collaboration with our design team, creative leadership, platform engineers and product managers.
Design Tools: Figma, Principle
GLOBAL NAVIGATION
We were tasked with the redesign of the website's platform global navigation to address user difficulties with the existing menu. Through usability tests, card sorting, and heatmap analysis, we identified key issues and introduced a simplified, hierarchical structure with clear categories, a prominent search bar, and personalized recommendations. The redesign led to a 30% increase in time on site, a 25% decrease in bounce rates, and higher conversion rates, significantly enhancing the user experience.
BEFORE
L1
L2
L3
Couple of major challenges were....
-
Ensuring a consistent and seamless user experience across all Ralph Lauren sub-brands while maintaining each brand's unique identity.
-
Managing the increased complexity in navigation, ensuring that users can easily find and switch between sub-brands without feeling overwhelmed or lost.
AFTER
L1
L2
What we did
We optimized overall navigation usability, showcasing and elevating brands through rich content and storytelling to inspire users via visually engaging shopping methods, and product and category visibility.
The flexibility to highlight growth categories is implemented, along with configurable templates that cater to regional priorities. Additionally, opportunities for personalization and localization is maximized, creating a more engaging and tailored shopping experience for the customers.
See Prototype
EXPLORE MORE RALPH LAUREN PROJECTS