Digital & UX/UI Design
The Problem
Dyson’s old website was not responsive, users were redirected to a separate mobile site, adding to further costs and restraints. To provide the same content for tablet and mobile the content had to be specifically catered for this whilst using an older (Content Management System) CMS. This caused inconsistency due to limitations and increased workload. The solution was to re-design a new responsive mobile first approach website capturing an experience that encompassed the forward thinking nature of Dyson.
Advance the global reach of Dyson’s e-commerce website across 52 markets worldwide.
Provide an immersive
shopping experience…
without the shop part!
Research and understanding
Dyson’s digital e-commerce transformation followed a set of strict and strategic design principles and guidelines. Whilst always ensuring brand focus, user experience, and content distribution. Together with all relevant departments from group, we got to work designing a UX and content strategy based on research from audiences, user types, entry points and IA site maps. Insights during user testing, feedback and discovery phase was analysed and adjusted as necessary.
Prototyping and wireframing
The next phase of the project was to take all of the discovery and begin to produce page flow schematics and begin exploring content and layout suggestions in the form of low-fidelity wireframes.
As you can see, the strategy outlined in the UX principles were carried on throughout and each page included careful consideration as to what the user would need to think, feel and do in order for each page to successfully do its job in the user journey.
With this all these elements in mind, the designs needed to be approachable, informative, responsive, highly accessible, and scalable for new projects and content.
Design
To achieve a consistent customer experience we needed to utilise the new e-commerce UX design principles for the UK and had to keep to a very strict set of web, imagery, and accessibility guidelines while also catering for the next market rollout.
Each market posed their own challenges, every product variant had different specs, images, colourways, SKUs and technical specifications which needed to be altered. Not to mention translations.
As well as usual pages there were also huge amounts of overview, technology and engineering pages which had market-specific content and design requirements.
Below is an example case study to one example showing the differences between a v7 cord-free stick vacuum for both the UK and Canadian markets.
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