Initial design
Updated logo, with revised colors.
Fielding customer calls, reviewing site data, and performing user research and testing, we found that Taki’s customers were having a hard time finding items they were looking for as well as important marketing information about special deals, as well as site-wide issues with filters and navigation.
The redesigned website (www.takiwatches.com) addresses a lot of the problems that site data, customer feedback, and user research/testing uncovered:
-The revised homepage is welcoming, useful, and interesting without being overwhelming. Call-to-action buttons are clearly identifiable, and the full real estate of the frame is utilized intelligently to present deals without being intrusive.
-The biggest change for the redesigned main navigation is a major increase in visibility and accessibility for the search bar. The former design hid the search capability behind a small search icon that was difficult to identify for elderly and low-vision users as it was the same size and color as its neighboring content. Pulling the search bar out and building that element out and incorporating it into the website in a more accessible and useful way gave users a direct path to what they were looking for, anywhere on the site.
-Redesign of product filters and sort by function to reduce cognitive load and redundancies in information/options
-Redesign of footer in conjunction with redesign of main navigation and overall site redesign
-Incorporation of chat support feature/functionality
Other site-wide redesigns included: Higher resolution standard for product photography, redesign of product information pages to incorporate useful links to related and/or compatible products, revised product copy for increased clarity, link to exchange policy information now also accessible via header, redesign of logo, and more
Following the web redesign, Taki Watches experienced a 20% YOY increase in sales from their online store and achieved higher efficiency in their customer service department.
