YOOX Net-A-Porter
As a senior product designer at YNAP I worked on end-to-end user experiences for Net-A-Porter and Mr Porter.
One of my major focuses during my time at YNAP was a large scale re-platform project. From a UX/UI perspective, one of a key initiatives was to localise the website into Arabic to facilitate a Middle Eastern regional rollout. For my part I lead on the redesign of Net-A-Porter "site furniture" Which included the header, footer and search.
Accessibility
Inclusive design is a keen interest of mine, I initiated and took ownership of web accessibility across Net-A-Porter and Mr Porter, with a focus on strategy and educating teams in order to build a roadmap for improved compliance with WCAG standards.
Iterative design
Using iterative design and testing processes I helped deliver improvements to the Mr Porter checkout experience. These included declined card, expired card and incorrect card details. I helped reinvent the framing of the eco/luxury packaging offering; which educated customers on more sustainable options, whilst also reducing fulfilment costs.
Onboarding strategy
I also headed up a research project to understand YNAP onboarding and retention journeys and identify areas for improvement, as well as new opportunities. This was a wide ranging investigation, covering all user types from new/unknown right up to "EIP" (high spend, high transaction frequency) customers.
Third party integration
Another interesting challenge was to support a project with a third party supplier in implementing “Refer a friend” functionality to boost acquisition during new user onboarding.
Internal communication
I also developed a system to document and share research, testing and new designs across the organisation. This was again in support of the Middle East regional rollout; providing clear and consistent guidance to help teams from marketing to merchandising to studio.
UX processes
One of my favourite activities was to run design workshops with team members and stakeholders to collaboratively define product direction. For example to improve optimisation and implement best practise around search and navigation.
Case Studies
Onboarding; A holistic view from New User to an EIP
How do we educate new and existing NET-A-PORTER customers
on the propositions we have to offer throughout their experience. Starting from unknown user to an EIP. (extremely important person)?
This case study covers the key objective, the evaluation of analytics and insights follow with an experience audit. We looked to understand what our competitors are doing well and used journey maps to highlight opportunities for improvement. This was followed by a design lead workshop and prioritisation.
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Net-A-Porter Migration - Site Furniture
We kicked off the Middle East localisation project with enhancements to the NAP site furniture to improve navigation, search-ability and language selection. In addition, make login and Wish List more prominent.
This project covers an overview of the outputs was needed, Competitor research and the initial design exploration. Followed by user testing and refinement.
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Sustainable Packaging
Explore solutions to encourage MR Porter & Net-A-Porter customers to select sustainable packaging, communicating to them the eco-benefits in doing so.
This case study includes an understanding of the key business objective and data, followed by an experience audit and initial approach followed by multiple rounds of testing to achieve a refined best approach.
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Portfolio Overview
