Chantelle
Services:
UX/UI Product Design
Design System Facilitator
Tools:
Figma
For over 5 years, and currently, I work as a product designer for Chantelle, supporting website redesigns, platform transitions, and creating tailored experiences for various regions. Our projects focus on aligning the digital presence with Chantelle’s forward-thinking brand, ensuring usability, mobile optimization, and culturally adaptive interfaces for a global audience.
Project Story
When we embarked on the redesign for Chantelle, the main challenge was not just to enhance the visual appeal of the website, but to align it with the new mega-brand concept and create a seamless experience across both online and offline touchpoints. Given the brand's diverse presence across different regions, we had to consider cultural preferences and user expectations, resulting in a fresh, modern interface. A dynamic version was developed for the U.S. market, while a more refined aesthetic was tailored for Europe, specifically targeting a younger, high-end audience.One of the core objectives was to simplify the user experience and make the navigation more intuitive. Originally, users struggled with the site’s structure and product search, which we addressed by developing a more user-friendly navigation. Additionally, reducing the number of promotions was crucial in focusing on value rather than discount-driven sales.Another focus was on the mobile experience, ensuring that users could easily browse and shop on any device. The outdated mobile version suffered from slow load times, and we made it faster and more responsive, significantly improving usability.
Project Goals and Objectives:
- Provide a unified experience across both offline and online platforms
- Target a younger, more upscale audience
- Align the website with the new mega-brand concept
- Reduce the reliance on promotions to focus on brand value
UX team mission:
- Production Process Management
- UX Strategy
- Product Design
- Multi-brand
- Design System
- UX/UI Testing
KPI and Metrics:
To ensure the redesign achieved its goals, we conducted qualitative user testing to gauge subjective improvement and user satisfaction. We also monitored key metrics such as conversion rate (CVR), bounce rate, time spent on the website, and pages per session to ensure that the improvements didn’t negatively impact online sales. Specific changes, such as filter usage and heatmaps, were analyzed to verify that UX enhancements had a positive impact on conversions.
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Enhancing User Experience Through Cross-Team Collaboration for Chantelle
In this project, I was deeply involved in collaborating with a large team of developers, designers, and cross-functional teams, including branding and eCommerce teams from different regions. The complexity of the project, with varying requirements across countries, required me to coordinate efforts across teams. Throughout different phases, I worked closely with teams, managed remote freelancers, and established the design process. Alongside developing design solutions, I also reviewed the work of other designers, handled planning, and contributed to both the creative and managerial aspects of the project.
Project Results:
Following the redesign, we observed significant improvements in several markets. In the U.S., sales through the website increased by approximately 21% from September 2023 to September 2024. Similarly, in France, there was a 5% growth during the same period. Italy saw a particularly remarkable improvement, with sales increasing by 70%. The Netherlands also experienced a strong performance with a 25% rise in sales.
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