.png)
Showcasing 5 star customer service in an eCommerce setting
Bella Baby is a leading Irish-based B2C baby and parenting retailer. With their stores across Ireland and the UK shut due to Covid-19 the company found themselves relying heavily on their eCommerce platform. With increased digital footfall, and the impending Brexit deadline, the company struggled to fully utilise and optimise their platform and as such came to Monsoon Consulting for help.
Working initially on optimising and enhancing the platform, Monsoon, prepared it for a strategy and future roadmap of upgrades, integrations, and enhancements. Having been a recipient of the Enterprise Ireland Covid-19 grant, we worked with Bella Baby to plan out a roadmap of improvements and carry them out in a phased manner.
Having carried out a Heuristic evaluation of their current site I was aware of many of the current flaws and failings both from a performance and UX point of view. Combining this with the results of a user survey that Bella Baby had carried out, we were able to understand the priorities and needs of their users. Focusing on a mobile first approach, as the majority of their users came from such devices, and prioritising a modernisation of the homepage as well as a UX overhaul of the checkout flow we began the phased redesign of their platform.
Having discussed competitors and inspiration as part of the design workshop with Bella Baby, there was a strong visual approach to take with the design. From here, we created initial wireframes to organise and agree on the approach to the treatment of the content and layout. As we were carrying out a phased approach to our redesign, I only created wireframes for the homepage and checkout flow.
For the checkout, we had noticed that users had struggled to understand the different delivery options, and what information was required of them for each. In fact, users had struggled so much that they had consistently called the store and ordered over the phone instead of through the eCommerce platform. In order to overcome this issue, I created and proposed a tabbed approach, so that users could easily distinguish between the two options. With this, the details required, change as needed.
.png)
The UI of the platform focused on a modern, clean approach. With the user base of the company being new and young parents, it was important that the platform felt calm and professional so that anxious users would be more willing to trust Bella Baby. To aid in this approach I proposed and implemented a new typeface for the brand, Quicksand. Quicksand is a rounded typeface used across the headings and displays of the site. It’s roundedness felt playful and fun, something we felt was important for a brand that is selling children's toys and equipment. I also made better use of the brands grey throughout the site, meaning that any use of the vibrant orange will be better highlighted.
Bella Baby hold a lot of pride for the nearly 5 star customer service that they offer, as such we wanted to ensure that customers were made aware of offers and services provided. I achieved this through the USP banner we implemented, where click and collect, delivery and return policies can be viewed.
Along with the homepage updates, we redesigned the checkout flow, creating a more concise, smoother user experience. This was achieved through the previously discussed tab system, as well as consolidating form fields, and removing unnecessary fields that come as default with Magento (which the platform was developed on). By keeping the order visible on the right side, users are always aware of what they are buying, and may feel more confidence in Bella Baby as a company. Along with the homepage, the checkout was designed mobile-first, ensuring a smoother, more intuitive experience for mobile users.
.png)
Your privacy matters to me. As such I don’t collect any data from site visitors (like what would I do with that info?). My website is built on webflow, and information around any data they collect from you can be found here
.png)