With refreshed and elevated visuals, the site structure and user experience has been strengthened to foster the devotion and competitive spirit that is associated with the sport and this tournament in particular.
The visually inconsistent journey results in an overwhelming gift selection experience, falling short of the brand’s esteemed reputation as India’s leading flower and gift company.
Focusing on visual engagement and intuitive navigation while emphasizing sentimental connection and organic quality synonymous with the brand can create an immersive digital journey captivating both new and returning users
From the initial landing to the final transaction, four key stages of user interaction with the interface are identified to create a smooth and intuitive user experience and optimize conversion
The redesign addresses the needs of both user types: new and experienced, ensuring they are supported at every stage of the journey.
For new users navigating the interface, an intuitive design and personalized recommendations are prioritized to guide them through the gift selection process with ease.
Meanwhile, returning users seeking detailed information and specific choices receive in-depth insights and comprehensive details to enhance their purchase experience.
In the landscape analysis phase, I audited both direct and indirect competitors to identify best-in-class experiences.
This process revealed key insights about successful strategies including the strong appeal to emotions, relevance of pairing options with chosen gift, and valuing visual information.
The new experience will only be as successful as the content, product system, and technology that powers it.
Current Navigation
Overwhelming, complicated and unclear taxonomy
New Navigation
Simplified, comprehensive and clear taxonomy
Developing a visually strong and consistent experience that guides users effortlessly at each stage towards their goal of finding the perfect gift.
Designed by integrating the User Experience Strategy and new UI Creative Direction to create a flexible and dynamic modular system.
