## Goals

* Improve product discoverability

* Clarify Navigation

* Digital Strategy for Genderless and sustainability topics

* Design support during production phase

* 11 days for answering the pitch

* 25 days for production phase

## **Balenciaga’s Future-Oriented Website Redesign**

Balenciaga’s vision for their new website was to showcase their innovative spirit and forward-thinking approach. To achieve this, we concentrated on the following key areas: conducting a comprehensive audit, utilizing a service design approach, implementing a try-on and style finder feature, reevaluating main entry levels for navigation, and addressing product discovery issues to enhance the user experience.

## **1. Analysing User Path for Bags section**

To respond to the pitch, my initial objective was to conduct an audit of the current user journey for bags. I conducted a comprehensive assessment of the mobile flow, pinpointing any problematic areas I encountered, whether they were related to ergonomics or content.

```cv
gallery
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```

## **2. Using an Experience Map for an Improved Sales Funnel**

To respond to the pitch, my initial objective was to conduct an audit of the current user journey for bags. I conducted a comprehensive assessment of the mobile flow, pinpointing any problematic areas I encountered, whether they were related to ergonomics or content.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRdsLirWDpQSgH3PK1vIfXaK3YIB3%2FRQSie88M95bZI2JmWfWc%2F07995063-31be-49ee-bd0b-59d44bf48e1f.png?alt=media&token=42daffa4-8176-4117-afe6-cfe9e478b24d","id":"07995063-31be-49ee-bd0b-59d44bf48e1f","width":2236,"height":1660,"filename":"Capture-decran-2023-02-27-a-14.35.35.png","type":"image/png","caption":"","border":false}]}
```

## **3. Using an Experience Map for an Improved Sales Funnel**

During the assessment, we identified one of the pain points as: "*It’s hard to select which style I like”*

In addition, the brand expressed a desire for **more engaging and interactive content** that specifically appealed to **millennials and younger audiences**. As a result, we developed several styling concepts to address these objectives.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRdsLirWDpQSgH3PK1vIfXaK3YIB3%2FRQSie88M95bZI2JmWfWc%2Ff7da8b7f-28a4-473d-a693-95828fa73028.png?alt=media&token=e40412d2-df2f-4a4b-8a5e-311e92fa5b67","id":"f7da8b7f-28a4-473d-a693-95828fa73028","width":2332,"height":1566,"filename":"Capture-decran-2023-02-27-a-14.35.52.png","type":"image/png","caption":"","border":false}]}
```

## **4. Creating Gender-Neutral Navigation System**

The brand has recently implemented a robust non-binary product strategy and requested that the new website align with this direction. The previous main navigation options were limited to “MEN” and “WOMEN.” To accommodate the new approach, I developed a revised navigation system that prioritized products over binary gender categories.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRdsLirWDpQSgH3PK1vIfXaK3YIB3%2FRQSie88M95bZI2JmWfWc%2Fbc35a743-6c56-4a32-af23-c881c84e9842.png?alt=media&token=77d5e334-1b7d-4f9f-8069-5ce423db0fa3","id":"bc35a743-6c56-4a32-af23-c881c84e9842","width":3108,"height":1736,"filename":"Capture-decran-2022-03-12-a-12.18.19.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRdsLirWDpQSgH3PK1vIfXaK3YIB3%2FRQSie88M95bZI2JmWfWc%2Fdc83f3ed-d2e8-4385-a504-f61aa1463d30.png?alt=media&token=62a87cef-bb42-4fae-aea8-ba60129617bc","id":"dc83f3ed-d2e8-4385-a504-f61aa1463d30","width":3104,"height":1734,"filename":"Capture-decran-2022-03-12-a-12.18.06.png","type":"image/png","caption":"","border":false}]}
```

## **5. Solving Product Discovery and Navigation Challenges**

Both our **internal audit and user-testing** revealed numerous issues, including difficulties with **discovering product lines**, understanding **the options available within a line,** navigating the brand’s vocabulary for t-shirt and hoodie fits, and distinguishing between different lines and bag characteristics in the navigation

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRdsLirWDpQSgH3PK1vIfXaK3YIB3%2FRQSie88M95bZI2JmWfWc%2F52439cf1-4b66-4e32-8fa1-b0daa3dd3d35.png?alt=media&token=cea8e0f9-cc55-4168-8f83-1648162e86b7","id":"52439cf1-4b66-4e32-8fa1-b0daa3dd3d35","width":3104,"height":1732,"filename":"Capture-decran-2022-03-12-a-12.31.50.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRdsLirWDpQSgH3PK1vIfXaK3YIB3%2FRQSie88M95bZI2JmWfWc%2F54b98942-6f56-4091-b9e9-f778d4ee8201.png?alt=media&token=9f898b27-f139-4822-9ca6-73eeb886b62e","id":"54b98942-6f56-4091-b9e9-f778d4ee8201","width":3102,"height":1740,"filename":"Capture-decran-2022-03-12-a-12.31.42.png","type":"image/png","caption":"","border":false}]}
```

> We helped BALENCIAGA identify their main pain points, could it be regarding current funnel, discoverability issues and opportunities that were not identified yet. I believe that’s why they selected our proposal to handle the redesign project.

Balenciaga

Designer by day, artist at night

The heart & the mind, how we create & communicate

Here we are, January already started and the holidays are behind us. This break was fulfilling and very welcome before diving into new goals or maybe even new beginnings.

Site of the day - Tandems

Honorable Mention - Récits d'Egypte

Honorable Mention - Recyclons nos Papiers

Project Management + Conception of a Facebook video game on recycling

Honorable Mention - Paris la Nuit

Site of the day - Sonya Rykiel

Information architecture & IxD of the website

Honorable Mention - New York Times

Worked on Corporate templates for the website + Intranet

Honorable Mention - Zappos Kids

Worked on ergonomics improvements linked to filters, marketing page and navigation.

Honorable Mention - IRAQ

Honorable Mention - Barnes Foundation

Designed the Online browsing Collection experience

Honorable Mention - M

FWA of the day - Recyclons nos Papiers

Au delà du jeu vidéo - Flat Eye

Honorable Mention - Karl Lagerfeld

Renew

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After a failed first launch of their product, Contexte asked me to join their project to redesign and ship the product again. It was done in a user-centric process, and the redesign led to an additional income stream. 🎉

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Lead Information Architect& IxD

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I led the UI for this game, collaborating with one motion designer, one brand designer and one illustrator.