Sabyasachi Redefined

Redesigning Sabyasachi website for an effortless appointment booking experience that matches the brand's luxury appeal.

Industry

Fashion

My Role

Web Design
Storyboarding
Prototyping

Project Overview

This project aims to create an experiential store blending traditional and digital elements to captivate customers, particularly Millennials, seeking a cultural experience. With limited luxury Indian designer competition in the US, this venture presents a unique opportunity to showcase Sabyasachi’s renowned apparel and jewellery collections, bridging the gap between Indian and American fashion markets.

About the Brand

This project aims to create an experiential store that blends traditional and digital elements to captivate customers—particularly Millennials—who seek a cultural experience. With limited competition from Indian luxury designers in the U.S., this venture presents a unique opportunity to showcase Sabyasachi’s renowned apparel and jewelry collections, bridging the gap between Indian and American fashion markets.

Site Analysis

To gain deeper insights into user behaviour and identify potential pain points, I conducted comprehensive user surveys and detailed task analysis on the site. This involved observing users in real-world scenarios and tracking key metrics such as task completion times, navigation patterns, and areas where users faced friction. By combining qualitative feedback from the surveys with quantitative data from user behaviour, I was able to pinpoint specific challenges in the user journey and find opportunities for optimisation, ultimately enhancing the overall user experience.

Goal of the Project

Redesign and improve User Experience and Navigation to ensure intuitive navigation and a user-friendly interface. Introduce an appointment scheduling system to streamline the process for users to book visits to physical stores.

Learnings from User Study:

Unclear Booking Process : Users struggled to book appointments due to a lack of visible directions and call-to-actions.

Visual Overload : Excessive imagery distracted users, making it difficult for them to navigate and reach key sections like booking.

No Online Appointment Option : Despite requiring appointments for store visits, the site lacks a clear online booking feature, causing confusion.

User Experience: Booking an Appointment
Task: Make an appointment for in-store shopping or consultation.
Before Redesign
FIND A STORE
Book an appointment to discover more in our boutiques
BUTTON
Time to book an appointment:
8 min
(confusing button labelling like "Explore Store," minimal guidance for next steps).
Pain Points: Unclear call-to-action makes users unsure how to proceed; frustration arises from the lack of direct appointment booking flow.
After Prototype Implementation
Time to book an appointment:
3 min
(form fields for booking are clear and well-placed).
Key Improvements: The new booking module is streamlined with an intuitive flow and clear instructions, making the booking process efficient and user-friendly.
FIND A STORE
Book an appointment to discover more in our boutiques
eXPLORE
NAME
PHONE NUMBER
emAIL
Book an appointment to discover more in our boutiques
mAKE AN APPOINTMENT
User Experience: Exploring Product Details
Task: View details of a specific product (e.g., Royal Bengal Minaudière)
Before Redesign
THE ROYAL BENGAL MINAUDIERE
"For a lot of couturiers, a minaudiere is meant to be precious, even dramatic. I wanted mine
to be iconic but in a matter-of-fact way—almost like a logo t-shirt."
Time to book an appointment:
7 min
(unable to click on product images directly; text is not descriptive enough)
Pain Points: Users expect product images to be clickable, leading to a frustrating experience when they can’t access detailed information or alternative product views.
After Prototype Implementation
Time to book an appointment:
2-3 min
(clickable images directly lead to product pages)
Key Improvements: Clickable product images provide an intuitive pathway to detailed product pages, reducing search time and increasing user satisfaction.
TITLE
text
eXPLORE
User Experience: Navigating Product Categories
Task: Read context and description for a specific product collection (e.g., the Bengal Tiger Icon Collection).
Before Redesign
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
Time to book an appointment:
4 min
(black background, poorly contrasted text, unclear visual hierarchy)
Pain Points: Difficulty in reading or understanding collection descriptions due to unclear design, leading to a lack of context about product details.
After Prototype Implementation
Time to book an appointment:
1 min
(better contrast, clear imagery)
Key Improvements: Improved typography and image use provide clear, engaging context, allowing users to quickly grasp the collection's story and features.
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
User Experience: Booking an Appointment
Task: Make an appointment for in-store shopping or consultation.
Before Redesign
FIND A STORE
Book an appointment to discover more in our boutiques
BUTTON
Time to book an appointment:
8 min
(confusing button labelling like "Explore Store," minimal guidance for next steps).
Pain Points: Unclear call-to-action makes users unsure how to proceed; frustration arises from the lack of direct appointment booking flow.
After Prototype Implementation
Time to book an appointment:
3 min
(form fields for booking are clear and well-placed).
Key Improvements: The new booking module is streamlined with an intuitive flow and clear instructions, making the booking process efficient and user-friendly.
FIND A STORE
Book an appointment to discover more in our boutiques
eXPLORE
NAME
PHONE NUMBER
emAIL
Book an appointment to discover more in our boutiques
mAKE AN APPOINTMENT
User Experience: Exploring Product Details
Task: View details of a specific product (e.g., Royal Bengal Minaudière)
Before Redesign
THE ROYAL BENGAL MINAUDIERE
"For a lot of couturiers, a minaudiere is meant to be precious, even dramatic. I wanted mine
to be iconic but in a matter-of-fact way—almost like a logo t-shirt."
Time to book an appointment:
7 min
(unable to click on product images directly; text is not descriptive enough)
Pain Points: Users expect product images to be clickable, leading to a frustrating experience when they can’t access detailed information or alternative product views.
After Prototype Implementation
Time to book an appointment:
2-3 min
(clickable images directly lead to product pages)
Key Improvements: Clickable product images provide an intuitive pathway to detailed product pages, reducing search time and increasing user satisfaction.
TITLE
text
eXPLORE
User Experience: Navigating Product Categories
Task: Read context and description for a specific product collection (e.g., the Bengal Tiger Icon Collection).
Before Redesign
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
Time to book an appointment:
4 min
(black background, poorly contrasted text, unclear visual hierarchy)
Pain Points: Difficulty in reading or understanding collection descriptions due to unclear design, leading to a lack of context about product details.
After Prototype Implementation
Time to book an appointment:
1 min
(better contrast, clear imagery)
Key Improvements: Improved typography and image use provide clear, engaging context, allowing users to quickly grasp the collection's story and features.
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
User Experience: Booking an Appointment
Task: Make an appointment for in-store shopping or consultation.
Before Redesign
FIND A STORE
Book an appointment to discover more in our boutiques
BUTTON
Time to book an appointment:
8 min
(confusing button labelling like "Explore Store," minimal guidance for next steps).
Pain Points: Unclear call-to-action makes users unsure how to proceed; frustration arises from the lack of direct appointment booking flow.
After Prototype Implementation
Time to book an appointment:
3 min
(form fields for booking are clear and well-placed).
Key Improvements: The new booking module is streamlined with an intuitive flow and clear instructions, making the booking process efficient and user-friendly.
FIND A STORE
Book an appointment to discover more in our boutiques
eXPLORE
NAME
PHONE NUMBER
emAIL
Book an appointment to discover more in our boutiques
mAKE AN APPOINTMENT
User Experience: Exploring Product Details
Task: View details of a specific product (e.g., Royal Bengal Minaudière)
Before Redesign
THE ROYAL BENGAL MINAUDIERE
"For a lot of couturiers, a minaudiere is meant to be precious, even dramatic. I wanted mine
to be iconic but in a matter-of-fact way—almost like a logo t-shirt."
Time to book an appointment:
7 min
(unable to click on product images directly; text is not descriptive enough)
Pain Points: Users expect product images to be clickable, leading to a frustrating experience when they can’t access detailed information or alternative product views.
After Prototype Implementation
Time to book an appointment:
2-3 min
(clickable images directly lead to product pages)
Key Improvements: Clickable product images provide an intuitive pathway to detailed product pages, reducing search time and increasing user satisfaction.
TITLE
text
eXPLORE
User Experience: Navigating Product Categories
Task: Read context and description for a specific product collection (e.g., the Bengal Tiger Icon Collection).
Before Redesign
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
Time to book an appointment:
4 min
(black background, poorly contrasted text, unclear visual hierarchy)
Pain Points: Difficulty in reading or understanding collection descriptions due to unclear design, leading to a lack of context about product details.
After Prototype Implementation
Time to book an appointment:
1 min
(better contrast, clear imagery)
Key Improvements: Improved typography and image use provide clear, engaging context, allowing users to quickly grasp the collection's story and features.
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
User Experience: Booking an Appointment
Task: Make an appointment for in-store shopping or consultation.
Before Redesign
FIND A STORE
Book an appointment to discover more in our boutiques
BUTTON
Time to book an appointment:
8 min
(confusing button labelling like "Explore Store," minimal guidance for next steps).
Pain Points: Unclear call-to-action makes users unsure how to proceed; frustration arises from the lack of direct appointment booking flow.
After Prototype Implementation
Time to book an appointment:
3 min
(form fields for booking are clear and well-placed).
Key Improvements: The new booking module is streamlined with an intuitive flow and clear instructions, making the booking process efficient and user-friendly.
FIND A STORE
Book an appointment to discover more in our boutiques
eXPLORE
NAME
PHONE NUMBER
emAIL
Book an appointment to discover more in our boutiques
mAKE AN APPOINTMENT
User Experience: Exploring Product Details
Task: View details of a specific product (e.g., Royal Bengal Minaudière)
Before Redesign
THE ROYAL BENGAL MINAUDIERE
"For a lot of couturiers, a minaudiere is meant to be precious, even dramatic. I wanted mine
to be iconic but in a matter-of-fact way—almost like a logo t-shirt."
Time to book an appointment:
7 min
(unable to click on product images directly; text is not descriptive enough)
Pain Points: Users expect product images to be clickable, leading to a frustrating experience when they can’t access detailed information or alternative product views.
After Prototype Implementation
Time to book an appointment:
2-3 min
(clickable images directly lead to product pages)
Key Improvements: Clickable product images provide an intuitive pathway to detailed product pages, reducing search time and increasing user satisfaction.
TITLE
text
eXPLORE
User Experience: Navigating Product Categories
Task: Read context and description for a specific product collection (e.g., the Bengal Tiger Icon Collection).
Before Redesign
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
Time to book an appointment:
4 min
(black background, poorly contrasted text, unclear visual hierarchy)
Pain Points: Difficulty in reading or understanding collection descriptions due to unclear design, leading to a lack of context about product details.
After Prototype Implementation
Time to book an appointment:
1 min
(better contrast, clear imagery)
Key Improvements: Improved typography and image use provide clear, engaging context, allowing users to quickly grasp the collection's story and features.
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.

User Experience: Booking an Appointment
Task: Make an appointment for in-store shopping or consultation.
Before Redesign
FIND A STORE
Book an appointment to discover more in our boutiques
BUTTON
Time to book an appointment:
8 min
(confusing button labelling like "Explore Store," minimal guidance for next steps).
Pain Points: Unclear call-to-action makes users unsure how to proceed; frustration arises from the lack of direct appointment booking flow.
After Prototype Implementation
Time to book an appointment:
3 min
(form fields for booking are clear and well-placed).
Key Improvements: The new booking module is streamlined with an intuitive flow and clear instructions, making the booking process efficient and user-friendly.
FIND A STORE
Book an appointment to discover more in our boutiques
eXPLORE
NAME
PHONE NUMBER
emAIL
Book an appointment to discover more in our boutiques
mAKE AN APPOINTMENT
User Experience: Exploring Product Details
Task: View details of a specific product (e.g., Royal Bengal Minaudière)
Before Redesign
THE ROYAL BENGAL MINAUDIERE
"For a lot of couturiers, a minaudiere is meant to be precious, even dramatic. I wanted mine
to be iconic but in a matter-of-fact way—almost like a logo t-shirt."
Time to book an appointment:
7 min
(unable to click on product images directly; text is not descriptive enough)
Pain Points: Users expect product images to be clickable, leading to a frustrating experience when they can’t access detailed information or alternative product views.
After Prototype Implementation
Time to book an appointment:
2-3 min
(clickable images directly lead to product pages)
Key Improvements: Clickable product images provide an intuitive pathway to detailed product pages, reducing search time and increasing user satisfaction.
TITLE
text
eXPLORE
User Experience: Navigating Product Categories
Task: Read context and description for a specific product collection (e.g., the Bengal Tiger Icon Collection).
Before Redesign
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
Time to book an appointment:
4 min
(black background, poorly contrasted text, unclear visual hierarchy)
Pain Points: Difficulty in reading or understanding collection descriptions due to unclear design, leading to a lack of context about product details.
After Prototype Implementation
Time to book an appointment:
1 min
(better contrast, clear imagery)
Key Improvements: Improved typography and image use provide clear, engaging context, allowing users to quickly grasp the collection's story and features.
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
User Experience: Booking an Appointment
Task: Make an appointment for in-store shopping or consultation.
Before Redesign
FIND A STORE
Book an appointment to discover more in our boutiques
BUTTON
Time to book an appointment:
8 min
(confusing button labelling like "Explore Store," minimal guidance for next steps).
Pain Points: Unclear call-to-action makes users unsure how to proceed; frustration arises from the lack of direct appointment booking flow.
After Prototype Implementation
Time to book an appointment:
3 min
(form fields for booking are clear and well-placed).
Key Improvements: The new booking module is streamlined with an intuitive flow and clear instructions, making the booking process efficient and user-friendly.
FIND A STORE
Book an appointment to discover more in our boutiques
eXPLORE
NAME
PHONE NUMBER
emAIL
Book an appointment to discover more in our boutiques
mAKE AN APPOINTMENT
User Experience: Exploring Product Details
Task: View details of a specific product (e.g., Royal Bengal Minaudière)
Before Redesign
THE ROYAL BENGAL MINAUDIERE
"For a lot of couturiers, a minaudiere is meant to be precious, even dramatic. I wanted mine
to be iconic but in a matter-of-fact way—almost like a logo t-shirt."
Time to book an appointment:
7 min
(unable to click on product images directly; text is not descriptive enough)
Pain Points: Users expect product images to be clickable, leading to a frustrating experience when they can’t access detailed information or alternative product views.
After Prototype Implementation
Time to book an appointment:
2-3 min
(clickable images directly lead to product pages)
Key Improvements: Clickable product images provide an intuitive pathway to detailed product pages, reducing search time and increasing user satisfaction.
TITLE
text
eXPLORE
User Experience: Navigating Product Categories
Task: Read context and description for a specific product collection (e.g., the Bengal Tiger Icon Collection).
Before Redesign
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
Time to book an appointment:
4 min
(black background, poorly contrasted text, unclear visual hierarchy)
Pain Points: Difficulty in reading or understanding collection descriptions due to unclear design, leading to a lack of context about product details.
After Prototype Implementation
Time to book an appointment:
1 min
(better contrast, clear imagery)
Key Improvements: Improved typography and image use provide clear, engaging context, allowing users to quickly grasp the collection's story and features.
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
User Experience: Booking an Appointment
Task: Make an appointment for in-store shopping or consultation.
Before Redesign
FIND A STORE
Book an appointment to discover more in our boutiques
BUTTON
Time to book an appointment:
8 min
(confusing button labelling like "Explore Store," minimal guidance for next steps).
Pain Points: Unclear call-to-action makes users unsure how to proceed; frustration arises from the lack of direct appointment booking flow.
After Prototype Implementation
Time to book an appointment:
3 min
(form fields for booking are clear and well-placed).
Key Improvements: The new booking module is streamlined with an intuitive flow and clear instructions, making the booking process efficient and user-friendly.
FIND A STORE
Book an appointment to discover more in our boutiques
eXPLORE
NAME
PHONE NUMBER
emAIL
Book an appointment to discover more in our boutiques
mAKE AN APPOINTMENT
User Experience: Exploring Product Details
Task: View details of a specific product (e.g., Royal Bengal Minaudière)
Before Redesign
THE ROYAL BENGAL MINAUDIERE
"For a lot of couturiers, a minaudiere is meant to be precious, even dramatic. I wanted mine
to be iconic but in a matter-of-fact way—almost like a logo t-shirt."
Time to book an appointment:
7 min
(unable to click on product images directly; text is not descriptive enough)
Pain Points: Users expect product images to be clickable, leading to a frustrating experience when they can’t access detailed information or alternative product views.
After Prototype Implementation
Time to book an appointment:
2-3 min
(clickable images directly lead to product pages)
Key Improvements: Clickable product images provide an intuitive pathway to detailed product pages, reducing search time and increasing user satisfaction.
TITLE
text
eXPLORE
User Experience: Navigating Product Categories
Task: Read context and description for a specific product collection (e.g., the Bengal Tiger Icon Collection).
Before Redesign
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
Time to book an appointment:
4 min
(black background, poorly contrasted text, unclear visual hierarchy)
Pain Points: Difficulty in reading or understanding collection descriptions due to unclear design, leading to a lack of context about product details.
After Prototype Implementation
Time to book an appointment:
1 min
(better contrast, clear imagery)
Key Improvements: Improved typography and image use provide clear, engaging context, allowing users to quickly grasp the collection's story and features.
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
User Experience: Booking an Appointment
Task: Make an appointment for in-store shopping or consultation.
Before Redesign
FIND A STORE
Book an appointment to discover more in our boutiques
BUTTON
Time to book an appointment:
8 min
(confusing button labelling like "Explore Store," minimal guidance for next steps).
Pain Points: Unclear call-to-action makes users unsure how to proceed; frustration arises from the lack of direct appointment booking flow.
After Prototype Implementation
Time to book an appointment:
3 min
(form fields for booking are clear and well-placed).
Key Improvements: The new booking module is streamlined with an intuitive flow and clear instructions, making the booking process efficient and user-friendly.
FIND A STORE
Book an appointment to discover more in our boutiques
eXPLORE
NAME
PHONE NUMBER
emAIL
Book an appointment to discover more in our boutiques
mAKE AN APPOINTMENT
User Experience: Exploring Product Details
Task: View details of a specific product (e.g., Royal Bengal Minaudière)
Before Redesign
THE ROYAL BENGAL MINAUDIERE
"For a lot of couturiers, a minaudiere is meant to be precious, even dramatic. I wanted mine
to be iconic but in a matter-of-fact way—almost like a logo t-shirt."
Time to book an appointment:
7 min
(unable to click on product images directly; text is not descriptive enough)
Pain Points: Users expect product images to be clickable, leading to a frustrating experience when they can’t access detailed information or alternative product views.
After Prototype Implementation
Time to book an appointment:
2-3 min
(clickable images directly lead to product pages)
Key Improvements: Clickable product images provide an intuitive pathway to detailed product pages, reducing search time and increasing user satisfaction.
TITLE
text
eXPLORE
User Experience: Navigating Product Categories
Task: Read context and description for a specific product collection (e.g., the Bengal Tiger Icon Collection).
Before Redesign
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.
Time to book an appointment:
4 min
(black background, poorly contrasted text, unclear visual hierarchy)
Pain Points: Difficulty in reading or understanding collection descriptions due to unclear design, leading to a lack of context about product details.
After Prototype Implementation
Time to book an appointment:
1 min
(better contrast, clear imagery)
Key Improvements: Improved typography and image use provide clear, engaging context, allowing users to quickly grasp the collection's story and features.
THE BENGAL TIGER ICON COLLECTION
An homage to the iconic house insignia, the royal Bengal Tiger—its beauty, ferocity and
strength. Timeless classics crafted in 18k gold with EF VVS VS diamonds.

Final Prototype

The Conclusion

Risks and Critiques

User Adaptation to the New Design: Existing users of the Sabyasachi website might need time to adapt to the new navigation flow and layout. There is a risk of initial confusion, which may lead to a temporary dip in user satisfaction as they learn the new structure.

Overloading Visual Elements: While arrows, clickable images, and animations improve navigation, there is a potential risk of overwhelming users with too many interactive elements. Striking a balance between visual appeal and usability will be crucial.

Booking System Reliability: As the booking process is a critical part of the user journey, it is essential that any changes to the form submission and appointment scheduling are tested for seamless performance across different devices and browsers to avoid technical glitches that could affect user trust.

Designer & Developer Collaboration

The success of this UX redesign heavily relies on clear communication between designers and developers. Attention to detail is crucial, especially in implementing clickable elements, animations, and intuitive interactions. Continuous testing and feedback collection will be essential to fine-tune these elements and ensure they align with the user’s expectations and needs.