We performed a full UX review, analysing user behaviour and engagement throughout their visit, and quickly determined the main challenge was getting users to convert, especially for the "high-ticket" luxury items that Goldsmiths sell.
We analysed and refined the checkout process, making it easier and faster to use, removing unnecessary steps and improving user confidence whereever possible. High end products deserve high end payment methods, so to help build trust and reassurance, we also added the option to checkout with PayPal.
After analysing the data, we introduced an "always on" search into the header to more imediate access to a fundament site element, improved the feel of touch elements on mobile, and added additional CTAs on product page for size and fit.
We also introduced a wide range of acessibility improvements throughout the entire user journey, to aid the general flow around the site. From adjusting the carrousel speeds, improving text contrast, button design, improved product filtering and sorting options all helped to simplify the site and make it more enjoyable to use.