Christofle — E-Boutique Revamp

Setting up a new e-commerce standard for an iconic silverware brand

This article mostly shows the strategic UX design phase of this project. I’ve listed links to the live version of the website and to the creative case study from the Artistic Director I was in team for this project; you’ll see my name in the credit of it.

➔ See it live‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎‏‏‎ ‎➔ Read the UI case study

Context

Many iconic luxury brands have relied for decades on physical ways to sell their goods. With the up growing digitalisation of the world, many of these brand realised how strong of a touchpoint digital devices were.

Goal

Christofle asked BETC Fullsix’s digital studio to revamp their e-commerce website, with an omnichannel journey approach & answering how we might generate drive to store and ROPO behaviours.

Role

Working with the strategic planning team, I was in charge of the qualitative research, of synthesising the insights into user personas, consumer journeys and user flows, while designing the whole website’s architecture and wireframes.

Keywords : Field Research, User Interviews, Workshop Leading, Information architecture, Wireframing, Design Handoff

1. Consumer Research

In order to have a clear understanding of our target audience, we conducted both quantitative research on SIM TGI and qualitative research with field research and consumer interviews.

Data pulled from quantitative research on SIM TGI

Combining these two levels of data, we were able to define precise consumer profiles and user personas; which guided us perfectly to map the different consumer journeys and user flows.

“Taking time to decorate the table when inviting people is part of my social etiquette.”

2. Information Architecture & Wireframes

After the research phase, we iterated with the client involved over the future website’s sitemap, content architecture and user flows; taking into account both the consumer insights we had gathered and the business/technical requirement at stake.

Two iterations of the new website’s information architecture co-created with the client

The navigation resulting from the information architecture

3. Design Principles

As the creative team joined the project, we defined the design principles that would guide us to conceive differentiating features in order to delight the consumer on their digital journey on the e-boutique.