END-TO-END UX DESIGN
Designing a modern and easy-to-navigate mobile user experience for Beymen, the leading luxury fashion brand of Turkey
Summary
Beymen, Turkey’s most established luxury fashion brand and department store, approached us to do a complete redesign of their mobile experiences to be user-friendly and in line with fashion trends.
I was the solo UX designer to create the information architecture, user flows and all the wireframes for the iOS and Android platforms.
Client
Beymen
Role
Solo UX Designer
My Team
Userspots: Collaborated with a UI Designer
Brief
Design Beymen’s iOS and Android mobile and tablet applications from the ground up.
Design Challenge Framing
Beymen's mobile applications didn’t fully serve their customer’s needs. The UX was outdated. The navigation was not easy between categories and the growing subcategories of new products. The payment experience was cumbersome. The experience didn’t feel modern and luxurious.
The experience was lagging far from the competition and global inspirations. They were looking up to new online-fashion brands like Asos and Nasty Gal, as well as luxury brands like Barney’s and Net-a-porter.
Also, there were new business goals to be achieved. They wanted users to spend more time on the app and increase the number of items they visited. They wanted to roll out and integrate new services like in-store pickup and barcode search.
Select UX Screens
Navigation
One of the common contexts of the usage of the Beymen app was public transport. A large customer base consists of white-collar employees and a subset is those who take the subway to and from the Financial District every day and browse through the Beymen app while standing in rush hour. So the challenge was to design a navigation interaction system that could be used single-handedly.
On the other hand, the client’s goal was to be able to show as many products as possible in each session. The data showed that those customers who spent more time on the app looking through more products were much more likely to purchase.
So I combined the user needs of this prioritized persona and the main business goal. Navigation had to be gestural-based due to the single-hand use case. It had to be dynamic and intuitive enough to easily navigate through categories and scroll through as many kinds of products as possible.
I designed a mobile navigation interaction that allowed users to go through the main categories (Shop, Women, Men, Kids, Sales…) by swiping right and left. Once a category is selected, users could then reveal the sub-categories by hard-pressing and then scrolling down.
Brands Hub
The Beymen customers are avid followers and enthusiasts of trendy and luxurious brands. So my question was: Could we provide interesting ways to engage with these brands?
I created new screen designs to categorize the brands, such as by ‘ Global Fashion Hubs’ and ‘Newest Additions.’
My aim was to enable recurring reasons for the customers to visit the ‘Brands’ category and discover new brands that they might like.
Delivery Experience
One of the most anxious moments of the customer journey was identified as the shipping step, specifically while the package is in transit.
Beymen is known for its exceptional customer service in its stores, with personal touch and attention to detail every step of the experience.
So I wanted to replicate that feeling of ‘being taken care of’ and ease the anxiety of waiting for the package to arrive safe and sound. I designed a step-by-step delivery flow, that gave the customer relevant information about their package.
After I completed the user experience for the iOS and Android phones and tablets, I worked with my UI designer teammate. The UI is simple and clean to highlight the beautiful fashion items that need to be in the highlight and to balance the colorful banner images. A Grotesk font was selected to create a classic yet approachable feeling.
Listing & Product Pages
I chose to design the UX screens using real images of the campaign banners and fashion items instead of wireframe boxes, in order to understand how the experience would feel with real data that had no visual unity.
As a result, I stripped down the user interface elements to a minimum and cleaned up the look and feel of the listing and product pages. This way, the unique fashion items take the center stage.
UI Design
After I completed the user experience for the iOS and Android phones and tablets, I worked with my UI designer teammate. The UI is simple and clean to highlight the beautiful fashion items that need to be on the center stage and to balance the colorful and diverse banner images. A Grotesk font and nude colors were selected to create a classic yet approachable feeling.
Impact
The user experience I designed for the Beymen mobile app has stayed essentially the same since its launch. I’m happy to see that my solutions were efficient, long-term, and modern.
Years later, the iOS and Android applications are still based on my original UX designs and our UI designs. The app has over 1 Million downloads on the Google Play store and has a rating of 4.2 stars.