Hugo Boss: Internship Showcase
Team
Year
2023
Project
Web Design
UI/UX
Software
Sketch, Invision
Overview
A selected showcase of the projects I’ve worked on as a UX Design intern during my placement year 2023.
Project 1
Product Filtering System (PLP)
Problem Statement
The product listing page (PLP) shows all products within a specific category. However, the search process can be overwhelming due to the large number of products available.
Final Design
We aim to enhance accessibility and usability by prioritising the most used functionality in the filter panel: the types of product filter.
11% increase in conversion rate
Research Process
Which filter option is most used by customers?
To address this, the team's UX researcher collected data showing that the most frequently used filter was the category filter.
Design Process
PLP Filter Prioritisation
The Product Listing Page (PLP) shows products organised by category. The category filter is taken from the filter panel and placed at the top of the page for better accessibility. Users can find more detailed filtering options in the next search.
Project 2
Customer Support Icon
Problem Statement
The speech bubble icon on the page provides customer with a list of options for support but users typically associate this icon with a live chat which led to disconnect and frustration.
Final Design
This is the redesign of the customer support icon.
-41% decrease in bounce rate
Research Process
How can customer support icons be designed to better align with user expectations for immediate assistance, reducing confusion and enhancing usability?
To address this, I conduced a market research, examinationing various companies utilisation of the speech bubble icon and alternative symbols for customer service options. Key findings are:
Speech Bubble Icon for Live Chat Expectation
Research showed that retail websites typically use the speech bubble icon to indicate live chat, setting an industry standard that aligns with users’ expectation of real-time assistance
Question Mark Icon for Information Pages
The question mark icon commonly directs users to general support information rather than live chat, signalling static rather than real-time help. Aligning icon design with these conventions enhances user experience by matching functionality with familiar visual cues.
Design Process
Redesigning Customer Service Icon
The icons are redesigned to align with established visual cues, with the question mark in the speech bubble indicating static support information and assistance. This clear distinction helps users quickly understand the type of help they can expect, improving their overall navigation experience.
