Le Bon Marché is the world's first department store. Now the property of LVMH, it sells a wide range of high-end goods, including food.
- They needed to create a multi-brand department store that accurately represented their incredible in-store experience online.
- Because of their close relationship with LVMH, they have an opportunity to showcase brands and products that aren't available anywhere else online.
- Provide a high level of service that could also potentially integrate with their offline store.
After analysing what the problems were, we had a clear outline as to what the user and business goals should be.
- Showcase hero brands in a unique and incredibly engaging way.
- Build a tiered service portal that could identify high value customers and provide them with superior service.
COMPETITIVE ANALYSIS - BRAND EXPERIENCES
It was now time to see who else was trying to achieve the same goals and how they went about it.
The first step was to see how other online department stores were showcasing brands throughout their platforms. Surprisingly, there was little and in some cases none at all. This was clearly an opportunity to innovate in this area and stand out among the competition.
It was clear the competition weren't doing much in regards to showcasing hero brands beyond basic SEO optimisation.
We decided to look at other industries to see how they showcase hero brands or profiles for inspiration.
Looking outside of the direct competitors, we were instantly more inspired and could clearly see how we could go about showcasing brands in innovative ways within our vertical.
SKETCHES AND WIREFRAMING
From here we could start sketching and iterating fast. We came up with a variety of solutions that included dedicated, content rich brand pages and also displaying how we could showcase certain brands throughout other parts of the site.
These were some of the initial ideas we had to showcase hero brands in unique and engaging ways. We had access to very high quality brand content, so we thought we should create pages that take advantage of that.
Unlike our direct competitors, the solution we put forward was very content heavy, visual, yet still incredibly user friendly. While we wanted to showcase beautiful content from hero brands, we made sure shoppers could quickly understand and access core shopping features.
It was important for the retailer to provide a service portal for their customers and potentially create a tiered system that identified and rewarded high value customers.
We came up with the 'Club LBM' that did just that.
I used Sketch to do the wireframing / annotations and Invision to do the prototyping.