B2C E-commerce Redesign

Discovery Stage

Extensive User-centered design efforts had gone into the 2017 redesign of the Dooney flagship website and the client wished to leverage as much of that work effort as possible for the 2018 redesign of ILoveDooney.com.

So we had to ask ourselves, what makes the ILD experience different from the flagship experience and how do we preserve those distinctions? What makes the experiences similar?

In our review, we found that two distinguishing differences were important to note:

1. The I Love Dooney user possessed a tendency to be more frugal with their disposable income; they were more savvy with their money and valued saving money more than possessing the latest trend. More importantly, they were willing to search both the Dooney.com and the ILD.com web sites before making a purchase decision.
2. The main purpose of ILD.com was to offload legacy products at extreme discounts.

THE “FRUGAL” ONE

Amy Sanders

Age: Early 30’s

Occupation: Clerical Admin

Status: Single

Location: Miami, FL

Income: ~$65,000 / year

Fashion: Traditional values

Discovery Stage

Extensive User-centered design efforts had gone into the 2017 redesign of the Dooney flagship website and the client wished to leverage as much of that work effort as possible for the 2018 redesign of ILoveDooney.com.

So we had to ask ourselves, what makes the ILD experience different from the flagship experience and how do we preserve those distinctions? What makes the experiences similar?

In our review, we found that two distinguishing differences were important to note:

1. The I Love Dooney user possessed a tendency to be more frugal with their disposable income; they were more savvy with their money and valued saving money more than possessing the latest trend. More importantly, they were willing to search both the Dooney.com and the ILD.com web sites before making a purchase decision.
2. The main purpose of ILD.com was to offload legacy products at extreme discounts.

THE “FRUGAL” ONE

Amy Sanders

Age: Early 30’s

Occupation: Clerical Admin

Status: Single

Location: Miami, FL

Income: ~$65,000 / year

Fashion: Traditional values

Compare

When it came to considering navigation changes, we decided it was not necessary to rework the taxonomy or information architecture of the product groupings and labels as it was currently structured in Salesforce. Instead, the ILD navigation simply required a fresh coat of paint and a better responsive experience. I assembled about 5 different mashup ideas that considered typography and layout. Here are a few studies from those workshops. 

ILD.com already leveraged a variety of content isotopes; many of which were scheduled to simply adopt the new accent color. Four new content isotopes were scheduled to be ported over from the 2017 Dooney.com redesign project. All four, were going to require additional content elements that helped reinforce the discount savings opportunity found exclusively on ILD.com.