Blue Nile Bridesmaid Duties

BLUE NILE


PROJECT GOAL

Update the visual design of the "Bridesmaid Duties" infographic & web-page.

CHALLENGES

1.  Keep existing content to due to high SEO value.2.  Accomodate responsive design of web-page.

HEURISTIC EVALUATION

An examination of the experience revealed a dated, fussy aesthetic not in-line with Blue Nile's modern, yet traditional brand. Additionally, the timeline was inaccurate and irrelevant given the context of the linked articles. Finally, industry-standard affordances were missing, causing user confusion, as indicated by high bounce & exit rates on the page.

Design Element Usability Issue Best Practice Solution
Timeline Inaccurate visualization Match between system & real world Remove timeline element
External Linking No visual affordance Improved discoverability,Recognition over recall Segment, label, & reorder content
Content & Layout Minimal hierarchy Improved scanability,Miller's Law of working memory Segment, label, & reorder content
Dated aesthetic Not visually pleasing,Inaccurate representation Aesthetic & minimalist design New font, color palette, & icons

RESEARCH

  • User personas
  • Competitive Analysis
  • UX/UI best practices
  • Infographic best practices
  • Color Psychology

CONCEPT & PROCESS

The challenge of creating an infographic that works as both a print/PDF version and a responsive web-page required many hours of sketching concepts. Concepts were wireframed and reviewed by team-members and feedback was integrated into a final, hi-fi concept. After stakeholder review & approval, the redlined hi-fi concept was handed off to developers and a PDF copy given to our social media team.

SOLUTION

The final solution utilized:

  • 1.  Highly-stylized live-typefaces (for SEO)
  • 2.  A compartmentalized "building block" layout
  • 3.  Industry standard link color (blue)
  • 4.  Simple, relevant icon-type graphics
  • 5.  Soft, feminine color palette
  • 6.  CTA to internal shopping experience
  • 7.  Several "Tips" separated from other content
  • 8.  White space increased for improved readability

Click to view live infographic web-page

Bridesmaid Duties Before and After

SUCCESS

The new page adhered to responsive design, being as available on mobile as on desktop. Making links more standard and identifiable resulted in increased click-through rates. Adding the infographic to Pinterest in print/PDF format resulted in 16.8k re-pins.

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