Case Study

UX-UI - Louboutin App Design

Year

2020

Softwares

iconiconicon

Duration

2 weeks

While I was browsing on Louboutin website before Christmas and grumbling about how slow their website is, I could not help but compare how easy it was to spend money on such apps as Nike store. And indeed sneakers are cool, but high heels are better for a fancy event.

As soon as the next day, I engaged in designing an app for the famous red sole brand.

The goal of this study case was to check if the web pages on mobile feature to the brand values through a survey and the development of an e-commerce app.

The objective was to identify how user search and enable them to buy shoes in a clean, catchy and easy to interact interface.

Louboutin is one of my favorite shoe brands, but I run into problems whenever I connect to the website through my phone. Although I am not affiliated with the red sole brand, I wanted to figure out if other users were facing similar issues. I decided to conduct usability tests, which led me to discover some pain points and redesign part of the experience.

Personas

Meet Anais

persona

Behavior

  • Makes a lot of online shopping
  • Works in a fancy area
  • Collects expensive shoes
  • Often goes to parties
  • Follows every Fashion Week
  • Tries to optimise her time
  • Loves to be attractive
  • Works hard to make good money

Demographics

  • Age: 31
  • Location: Lyon, France
  • Occupation: Lawyer

Needs & Goals

  • Wants to shop online easily
  • Wants to make things fast
  • Wants to organise her things
  • Wants to be elegant & sexy

Meet Anais

persona

Behavior

  • Makes a lot of online shopping
  • Works in a fancy area
  • Collects expensive shoes
  • Often goes to parties
  • Follows every Fashion Week
  • Tries to optimise her time
  • Loves to be attractive
  • Works hard to make good money

Demographics

  • Age: 31
  • Location: Lyon, France
  • Occupation: Lawyer

Needs & Goals

  • Wants to shop online easily
  • Wants to make things fast
  • Wants to organise her things
  • Wants to be elegant & sexy

First I made research around Louboutin’s customer-base. I then created a couple of provisional personas to cover the assumpted, largest group of customers: professionals in their 30s and 40s and in the middle-upper income bracket.

Here is Anais, 31 years old lawyer in Lyon. She loves Louboutin shoes but she has to purchase online because there is no shop or resellers for this brand in Lyon. She has no time to waste and shopping is a synonym of pleasure & luxury for her. She doesn’t really care about the price, but every purchase must be an experience.

Her leitmotiv in life is « Work hard, play hard »

Job Stories

In addition to personas, I also spent some time understanding the context surrounding the users when they use the app in order to further understand their motivation and desired outcome.

You have a party next week and you want a new pair of pumps. What do you do?

You find «the one», how do you put it in your cart?

You see some shoes you like and you decide to save them for a later decision, how do you proceed?

Brand Values

  • Luxury
  • Exclusive
  • Modern
  • One of a kind
  • Burlesque & Fun
  • Remarquable
  • Fancy
soulier
Video screen of the
original Louboutin website

DEFINE PROBLEM & ANALYSE

hr

Here are the main pain points notified during this survey which honestly, was almost pointless from the start as it was impossible to select any item.

  • ❌ The brand doesn’t have an app!
  • ❌ Charging a page is super slow, even in an environment with excellent internet connection
  • ❌ The menu shows only "Gift" which is the homepage and "LouboutinWorld" related to the brand news
  • ❌ All items presented leads to non existing pages
  • ❌ I need to scroll up to the top if I want to access the menu
  • ❌ The website is not secure!!

Ideating the solution

wireframe
colours icons
typography

Pain Point 1: Where Am I Supposed To Look On This Dashboard?

hr

Ok, what’s happening here? Only 2 choices with only one supposed-to-be-related to shopping, which is actually the homepage? No shoes categories which is the main subject of the brand? Besides, the menu disappears from the moment you scroll, so you have no other choice than scrolling back to the top for any other action.

Design solution: Let’s do something easy to use, shall we? Louboutin’s desktop website is full of categories (beauty, men, women, accessories etc) and pretty well organised. Let’s keep this in our app. The navigation is clear and items are suggested to complete your look when you are wandering on the app. The navbar enables the user the user go through other categories such as located stores, favorite items, cart and personal info.

pp1 solution-pp1

PAIN POINT 2: I AM IN THE MOOD FOR SHOPPING SPREE, SPENDING MONEY & SAVING ITEMS FOR LATER

hr

Let’s pretend we haven’t seen there is no possibilities to check any items and let’s focus on the solution.

Design solution: Users can favorite any item, anytime, when displayed on screen. When selected, a product shows highlighted with aninmation. From this overlay; a choice of several options to choose: put it in favorite, select the size if required, check for more information, add to cart, see more pictures and go back to the previous page.

overlay
basket
favourites

Prototype