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Best&Less

Revamped the website for improved conversion, elevated brand recognition, and optimized the shopping experience with UX enhancements​

Website
Mobile app
Mockup (2)

The Challenge

Best and Less, an Australian retail company, planned to introduce a mobile app to cater to their increasing mobile traffic. The primary objective was to develop a multi-channel website and a user-friendly mobile app, prioritizing conversion optimization. The existing design required substantial UI/UX enhancements, with a focus on adopting an app-centric approach. The goal was to elevate brand recognition, boost engagement, and optimize the overall shopping experience. Critical areas that required improvement included mobile conversion rates, increasing repeat traffic, enhancing page load speed, refining search suggestions, strengthening brand visibility, and ensuring better accessibility for all users.​

Design Process

Discover

In the discovery phase, we gained a deep understanding of the user requirements, business goals, competitors’ strengths and weaknesses, industry trends, and the current state of the product.

Define

In the define phase, we analysed the information we’ve obtained to draw insights and defined the goals, objectives, and our strategy moving forward into the process.

Design

In this phase, we generated and explored a wide range of concepts through wireframes and lo-fi prototypes. We then developed a design language and applied the same throughout the designs.

Discover

During the discover phase, we conducted a UX audit to analyze the website's user experience, navigation, and design to identify areas for improvement and enhance user satisfaction. Additionally, a thorough competitor analysis provided insights into the competitive landscape, identifying trends and potential areas of differentiation. Moreover, we actively engaged with stakeholders over a two-week period, seeking their valuable perspectives on website challenges and pain points.

We identified that the website's primary audience comprises of mothers, including pregnant moms and those with kids under 18, aged 25-45. Mobile usage is dominant, with 31% of female customers falling in the 25-34 age group and 23% in the 35-45 age group.​

Define 1

Define

In the Ideate Phase, we leveraged our research to define a comprehensive primary user persona that encapsulated the needs, goals, and pain points of our target audience. This persona served as a guiding compass throughout the ideation process, ensuring our designs aligned with user expectations. Additionally, we established key design themes that served as cornerstones for our creative explorations and shaped our design decisions. To ensure a streamlined workflow, we also defined a clear and structured project timeline, enabling efficient management of the design process and timely delivery of milestones.​

Define

Design Language

TYPEFACE

Aa

Inter

ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
LIGHT
REGULAR
MEDIUM
SEMIBOLD
BOLD
BRAND COLOURS
Primary
#333741
Primary
#333741
Primary
#333741
Primary
#333741
Secondary
#137FA6
Primary
#333741
Primary
#333741
Primary
#333741
Title | Mobile + Web
Title Large - Bold 24px
Title Medium - Bold 20px
Title Small - Bold 18px
body | MOBILE + WEB
Body Large - Regular 16px
Body Large - Medium 16px
Body Medium - Regular 14px
Body Medium - Medium 14px
Body Small - Regular 12px
Body Small - Medium 12px
SYSTEM COLOURS
FF2E2E
Primary
#333741
Primary
#333741
Primary
#333741
12874E
Primary
#333741
Primary
#333741
Primary
#333741
Icons
Buttons
cARDS
CHIPS & TAGS​
HEADERS/NAV BAR​
Web Headers

Design

In the Design Phase We undertook a comprehensive overhaul of the design language to elevate brand perception and ensure adherence to AA standards of accessibility. By incorporating modern aesthetics, intuitive layouts, and consistent visual elements, we aimed to create a cohesive and visually appealing user interface that aligns with the brand's identity and values. Leveraging the insights we designed from end to end and addressed the previously identified pain points, resulting in innovative solutions that enhance user satisfaction and engagement.​

Home Page

Product Listing Page​

Product Details Page​

Bag

Hear it from our client

Collaborating with Feelpixel has been a transformative experience for our online business. Our website now boasts a modern, streamlined, and cleaner web app. Feelpixel’s Mobile-first design strategy has driven significant growth in conversion rates and average transaction value. Their professional approach, meticulous implementation of our requirements and in-depth understanding of online users have resulted in a cohesive and intuitive user experience across all devices. We highly recommend Feelpixel for their exceptional design expertise and their ability to deliver impactful results.
Sneha MishraSolutions Architect, Best&less
Sneha Mishra

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