Redesigned
BraxleyBands
Refreshed
BraxleyBands
DESKOP & MOBILE EXPERIENCE
DESKOP & MOBILE EXPERIENCE
Reduction in order returns, clear communication and a cohesive digital facelift.
About
Braxley Bands.
About
Braxley Bands.
Braxley Bands specializes in crafting remarkably comfortable Apple Watch bands, striking the perfect balance between style and ease. Known for their commitment to quality and affordability, the brand has won the hearts of customers across the globe. Embodying attributes such as design-forward creativity, youthful exuberance, earth consciousness, and a touch of retro-cool flair, Braxley Bands stands out in a class of its own.
I had the privilege to work on Braxleybands project while working with Fuelmade Agency. I undertook the complete overhaul of their online presence, from online shopping experience to email marketing campaigns. The central mission was to minimize the number of returns and exchanges, aiming for a more satisfying customer experience and streamlined buying process.
Braxley Bands champions originality, a value that needed to shine in their website's redesign. With stiff competition on Amazon, the new site had to entice direct purchases. We achieved this by emphasizing Braxley's unique brand experience and simplifying the buying process, making it as straightforward as possible for visitors to make a purchase.
I had the privilege to work on Braxleybands project while working with Fuelmade Agency. I undertook the complete overhaul of their online presence, from online shopping experience to email marketing campaigns. The central mission was to minimize the number of returns and exchanges, aiming for a more satisfying customer experience and streamlined buying process.
Key UX Problems to Tackle:
Tons of returns and exchanges. Reduce, especially if they are due to ordering the wrong size.
Despite spending ample time on the product detail page, users often don't proceed to purchase.
The site’s non-cohesive design, confusing layout, and lack of personality fail to adequately display the product and its features.
There is a need for a clearer and more engaging explanation of all the unique and beneficial aspects of our product.
Our story, reviews, giveback model, customer service, and other brand characteristics require a better platform to shine.
Enhancements are needed to uplift conversion rates and present product reviews in a more impactful way.
Brand's Perception Goals:
We aim to infuse our brand with a distinct personality that resonates with Style, Playfulness, Nostalgia, and a bold, carefree attitude.
Contrarily, our brands do not align with themes such as Value-driven, Seriousness, or Luxury.
The Approach
I conducted surveys, researched customer perspectives, identified key problems like high returns, and low conversion, compared industry best practices, created prototypes, and conducted usability testing. In parallel, the UI design was formed through the creation of a mood board, exploration of typography and patterns, and the development of a visual style guide that was applied to both desktop and mobile designs. This integrated approach ensured a cohesive and effective redesign for the brand.
The Approach
I conducted surveys, researched customer perspectives, identified key problems like high returns, and low conversion, compared industry best practices, created prototypes, and conducted usability testing. In parallel, the UI design was formed through the creation of a mood board, exploration of typography and patterns, and the development of a visual style guide that was applied to both desktop and mobile designs. This integrated approach ensured a cohesive and effective redesign for the brand.
UX Process:
- Quantitative research (surveys)
- Research on customer perspective on the brand.
- Problem discovery on the high rate of returns and low conversion.
- Benchmarking on industry best practices
- Prototypes for solutions
- Usability testing
User Interface Design:
- Moodboard
- Typography Explorations
- Patterns Exploration
- Visual Style Guide
- Desktop Visual Designs
- Mobile Visual Designs
Returns & Exchange issues
Impact with new updates
The Founder's Vision:
"The brand voice needs to be tweaked. We need to feel more approachable to the masses and make it clear why our bands are the best on the market for an active lifestyle. It also seems people are unclear on how to wash their bands, or that they are even machine washable, to begin with. We also want to establish a rewards and referral program."
Brand's aesthetics:
"We want to make the brand feel like an homage to the retro, counterculture, pop vibe of Steve Jobs era Apple. We love the idea of retrofuturism and calling our bands "The Watchbands of the Future" yet giving it mod-retro aesthetics. Our brand feels clean yet playful, tactically clever but not corny, artisanal yet polished, nostalgic yet modern, approachable yet high quality. I really like the graphic design, copy, and overall vibe Italic has been using lately."
Mood board.
Visual Style for the Brand's Essence
In shaping the visual style direction for Braxley Bands, I aimed to capture the essence of the brand's active lifestyle appeal, while also making it feel approachable and fresh. Inspired by the stunning sunset view from my balcony, I extracted colors and emotional tones that resonated with the founder's vision. After exploring various design elements and engaging with the Braxley team, we chose a hybrid approach. By blending key elements from three distinct directions, we were able to create a new aesthetic that not only uplifts their website but also aligns with the brand's goal of emphasizing quality, machine washability, and an upcoming rewards program.
Style Guides.
The homepage serves as the virtual storefront's facade, and for Braxley Bands, this is where most visitors land first.
It was essential to craft a distinctive homepage that highlights key product attributes. By emphasizing features such as machine washability, extraordinary style (essentially artful), and incredible comfort, we were able to instantly communicate what sets this product apart from others.
Key Elements of the redesigned home page:
- Strong Navigation
- Why you should shop braxleybands
- Watch and Band sizes selection
- "Select your size" CTA in product thumbnails to emphasize the importance of the size selection before ordering.
- Customer Reviews
- Social Proofing (Instagram Feeds)
Key Elements of the redesigned home page:
- Strong Navigation
- Why you should shop braxleybands
- Watch and Band sizes selection
- "Select your size" CTA in product thumbnails to emphasize the importance of the size selection before ordering.
- Customer Reviews
- Social Proofing (Instagram Feeds)
On the product listing page, we implemented highly visible dropdown menus, enabling users to select their specific Apple watch and band sizes. Additionally, we included a conspicuous call-to-action (CTA) that, when clicked, opens a visual flyout containing a detailed size guide.
Key UX elements
Two separate dropdowns to select Apple "watch size" and "band size"
"Size Guide" under the watch and band size selection
Detailed and iconographical flyout for size guide, that helped users understand how to get the right fit for their wrist
- Two separate dropdowns to select Apple "watch size" and "band size"
- "Size Guide" under the watch and band size selection
- Detailed and iconographical flyout for size guide, that helped users understand how to get the right fit for their wrist
On the product pages, I emphasized essential details like sizing and pricing. The exposed button-style selection was designed to help users quickly understand the availability of the different sizes and differences between the Apple watches.
Using concise descriptions and bullet points, we made information easily digestible for quicker decision-making. The addition of a visual sizing guide aimed to reduce return rates, and highlighting social proof enhanced brand trust.
Learnings
Utilizing customer reviews across various platforms offers rapid insights into your product. Integrating these insights into qualitative and quantitative research can significantly enhance its effectiveness.
Precision in the size guide, both in terms of accurate measurements and the clarity of information presentation can greatly facilitate quick purchasing decisions and dramatically lower return rates.
User experience extends beyond the site or app interface; attention to customers must continue even after they have placed an order on your platform.
The visual aesthetics of a brand must be consistently communicated throughout the user journey. Aesthetic elements can convey messages more quickly and powerfully than words alone.
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