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.
Needs & Goals
- 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
- 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 »
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?
- One of a kind
- Burlesque & Fun
original Louboutin website
DEFINE PROBLEM & ANALYSE
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
Pain Point 1: Where Am I Supposed To Look On This Dashboard?
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.
PAIN POINT 2: I AM IN THE MOOD FOR SHOPPING SPREE, SPENDING MONEY & SAVING ITEMS FOR LATER
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.