La Redoute offers fashion and lifestyle products with a luxurious touch of France to all fashion lovers. The web site mixes user friendliness with a high level of fashion and inspiration.
La Redoute contacted us and asked us to increase the sense of fashion and inspiration on their web site/e-commerce, which at the time felt technical and generic. An important part of the assignment was that Le Redoute, after the project, wished to continue working with the web site themselves. We therefore needed to create a graphical framework that would allow the web editors to continue working from there.
We were told that the typical La Redoute customer is a woman between the age of 18 and 49. She loves to shop and is actively looking for a more personal and unique style. She combines cheaper clothes with more exclusive ones in order to create the perfect mixture.
We created a whole new digital identity for the web site. New key words were “inspiring”, “fashion” and “a touch of France”. We chose black, green and white as the main colours, so that La Redoute would have space to work with a broad palette of complementary colours. These colours change depending on the season and are inspired by the printed catalogue.
The design of the list pages as well as of the product pages was kept simple so that the clothes became the focus. A handwritten typeface was added to the palette. All main texts, links and buttons were redone. For example, web expressions like “Related information” and “Shopping cart” were replaced by more personal and fashion-related expressions like “More to explore” and “Shopping-bag”.
A structural change that we made included making the section “Ladies” the new home page, which, in turn, meant that the home page got a folded-out left-hand menu.
As the majority of the visitors were women (93%), the structural change allows this target group to click directly on a garment and save time getting into the buying process.
When the new design was compared to the old one in user tests it showed consistent improvements. The grades were marked on a scale (Good looking, Tempting, Clear, Something for me, Lucid, Modern).
Welcome to LaRedoute.se!
© 2012 Deasign AB
