Ben Sherman

Started : Q1 2013

Project Duration : 6 months

Crafting the UX for a profitable and user-friendly eCommerce site for the iconic British fashion line.

The Challenge

A name synonymous with British fashion, Ben Sherman have been a driving cultural force in the UK for the past five decades.

With a complete rebrand rapidly approaching and an underwhelming non-transactional website, Ben Sherman’s digital presence needed a full reboot. I was challenged to develop a new retail experience that increased revenue and awareness.

The Solution

I teamed up with a talented team of Magento developers to produce an awesome online retail experience.

We designed a global solution that could scale over time. The work included not just a website, but strategy for e-mail campaigns, CRM and digital campaigns.

What I did

I conducted on-foot research in Ben Sherman’s stores

I ran interviews and workshops with customers and staff alike at Ben Sherman’s new UK stores. The findings from this research were converted into detailed user personas.

Staff and customers were interviewed to define user personas.

I worked with the business to create product taxonomies

Being an eCommerce site, a large emphasis was placed on defining product information and taxonomies. It was important to make sure Ben Sherman’s products were represented the right way online.

These taxonomies were stress tested from both usability and SEO point-of-view. Whether through the site or through google, products needed to be easily findable.

Sitemap and product taxonomies.

I defined information architecture & user flows

The product classification then needed to be translated into user-friendly website navigation. I worked with a team of SEO experts and Magento developers to ensure we were playing to the platform’s strengths.

The checkout process was a particularly crucial component of this work, which was prototyped and tested regularly.

Process flow for the checkout.

I produced the interaction design for the new website

I went on to craft wireframes for each of the key site templates. Rapid iteration of the UX made sure that everyone was aligned to the new user experience.

Early wireframe for the home page.

I continually tested and optimised the live site

Once live I continued to help optimise and refine the site by conducting A / B tests on a regular basis. I frequently ran experiments to improve the design, and the site’s ability to meet KPIs.

Continual testing and analysis of the site.

The Results

The Ben Sherman website has renewed the brand’s online presence. Ben Sherman routinely features as a best in class implementation of Magento, and of fashion eCommerce in general.

See the results : Visit the website