The Range (E-commerce, B2C)
Research & redesign projects covering key features on website & app.
Role
Product Designer
Industry
E-commerce, B2C
Duration
4 months
Context & Goal:
The goal of the Kitchens project was to transform the online experience for users while aligning with The Range’s brand values. By improving accessibility, delivering consistent messaging, and creating an intuitive interface, the redesigned platform aimed to make users’ lives easier and drive revenue growth for The Range’s Kitchens category.
Situation
The Kitchens section of The Range website presented several challenges for users:
Accessibility: The site was not optimised for users with diverse abilities. Navigation and content clarity were major pain points.
Inconsistency: Messaging and branding lacked cohesion, diminishing trust and recognition.
Complexity: Users found it difficult to explore options, gather information, and confidently make purchases.
The leadership team set a clear objective: enhance the user experience and drive higher conversion rates while reflecting The Range’s commitment to accessibility and brand consistency.
And it all started with a UX Review…
Task
As a Product Designer, I was tasked with leading the user research, discovery, and strategy phases of the Kitchens project. My role spanned end-to-end design, from gathering insights to ensuring design handoff for development. The primary goals were:
Improve accessibility to meet WCAG 2.1 standards.
Establish consistent messaging and align with The Range’s brand identity.
Create a seamless user journey to increase revenue and customer satisfaction.
Action
1. Research and Discovery
Over a seven-month period, I conducted extensive user research, engaging with over 60 participants across various demographics and abilities. Key activities included:
User Interviews: Identified pain points in the customer journey.
Usability Testing: Assessed the current site’s performance.
Accessibility Audits: Evaluated compliance with accessibility standards and identified gaps.
Competitor Analysis: Reviewed industry leaders for insights on best practices.
2. Strategy and Design
Based on research insights, I developed a design strategy prioritising three pillars: accessibility, consistency, and simplicity. Key initiatives included:
Accessibility Improvements:
Designed with a colour palette meeting contrast ratios for readability.
Enhanced keyboard navigation and screen reader support.
Simplified forms and added clear error messaging for inclusivity.
Consistent Messaging:
Established design patterns and tone of voice guidelines aligned with The Range’s branding.
Created reusable components to ensure uniformity across pages.
Seamless User Journey:
Introduced a step-by-step kitchen planner to guide users through the customisation process.
Streamlined navigation with clear categories and a persistent search function.
Designed an optimised checkout flow, reducing friction and enhancing trust.
3. Collaboration and Delivery
Worked closely with stakeholders, engineers, and content teams to align priorities and deliver a cohesive product.
Conducted design reviews and usability tests to validate concepts before handoff.
Provided detailed documentation and design specs to ensure a smooth transition to development.
Results
The redesigned Kitchens platform is currently being deployed and developed by The Range’s technical team. Early feedback from usability testing and stakeholder reviews highlights:
Enhanced Accessibility: Significant improvements in usability for all users, including those with disabilities.
Brand Alignment: A cohesive and professional look that resonates with The Range’s identity.
Improved User Journey: A more intuitive interface that simplifies decision-making and boosts confidence.
While the project is still in its deployment phase, metrics for accessibility compliance, user satisfaction, and revenue impact will be tracked post-launch to measure success.
Context & Goal:
The goal of the Kitchens project was to transform the online experience for users while aligning with The Range’s brand values. By improving accessibility, delivering consistent messaging, and creating an intuitive interface, the redesigned platform aimed to make users’ lives easier and drive revenue growth for The Range’s Kitchens category.
Situation
The Kitchens section of The Range website presented several challenges for users:
Accessibility: The site was not optimised for users with diverse abilities. Navigation and content clarity were major pain points.
Inconsistency: Messaging and branding lacked cohesion, diminishing trust and recognition.
Complexity: Users found it difficult to explore options, gather information, and confidently make purchases.
The leadership team set a clear objective: enhance the user experience and drive higher conversion rates while reflecting The Range’s commitment to accessibility and brand consistency.
And it all started with a UX Review…
Task
As a Product Designer, I was tasked with leading the user research, discovery, and strategy phases of the Kitchens project. My role spanned end-to-end design, from gathering insights to ensuring design handoff for development. The primary goals were:
Improve accessibility to meet WCAG 2.1 standards.
Establish consistent messaging and align with The Range’s brand identity.
Create a seamless user journey to increase revenue and customer satisfaction.
Action
1. Research and Discovery
Over a seven-month period, I conducted extensive user research, engaging with over 60 participants across various demographics and abilities. Key activities included:
User Interviews: Identified pain points in the customer journey.
Usability Testing: Assessed the current site’s performance.
Accessibility Audits: Evaluated compliance with accessibility standards and identified gaps.
Competitor Analysis: Reviewed industry leaders for insights on best practices.
2. Strategy and Design
Based on research insights, I developed a design strategy prioritising three pillars: accessibility, consistency, and simplicity. Key initiatives included:
Accessibility Improvements:
Designed with a colour palette meeting contrast ratios for readability.
Enhanced keyboard navigation and screen reader support.
Simplified forms and added clear error messaging for inclusivity.
Consistent Messaging:
Established design patterns and tone of voice guidelines aligned with The Range’s branding.
Created reusable components to ensure uniformity across pages.
Seamless User Journey:
Introduced a step-by-step kitchen planner to guide users through the customisation process.
Streamlined navigation with clear categories and a persistent search function.
Designed an optimised checkout flow, reducing friction and enhancing trust.
3. Collaboration and Delivery
Worked closely with stakeholders, engineers, and content teams to align priorities and deliver a cohesive product.
Conducted design reviews and usability tests to validate concepts before handoff.
Provided detailed documentation and design specs to ensure a smooth transition to development.
Results
The redesigned Kitchens platform is currently being deployed and developed by The Range’s technical team. Early feedback from usability testing and stakeholder reviews highlights:
Enhanced Accessibility: Significant improvements in usability for all users, including those with disabilities.
Brand Alignment: A cohesive and professional look that resonates with The Range’s identity.
Improved User Journey: A more intuitive interface that simplifies decision-making and boosts confidence.
While the project is still in its deployment phase, metrics for accessibility compliance, user satisfaction, and revenue impact will be tracked post-launch to measure success.
