Sabyasachi Redifined
Redesigning the Sabyasachi website for an effortless and elegant appointment booking experience that matches the brand's luxury appeal.
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 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.
Goals for the project
Redesign and enhance 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.
Site Analysis
To gain deeper insights into user behaviour and identify potential pain points, I conducted extensive user surveys and detailed task analysis on the site. This involved observing users in real-time scenarios and tracking key metrics such as task completion times, navigation patterns, and areas where users encountered 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 identify opportunities for optimization, ultimately improving the overall user experience.
User Experience
Learnings form 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.
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.