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tibaldipen.co.uk

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Timeline

Timeline

Timeline

Timeline

Timeline

Timeline

  • May - December 2021 (30 Weeks)

My Role

  • Design Lead, Ideation-Implementation

PROJECT GOAL & TARGET AUDIENCE

Tibaldi, Italy's first pen manufacturer needed a new e-commerce store for their official UK presence. A store that addresses the pain points of British luxury pen shoppers while maintaining consistency with Brand guidelines. 

​This is the design process that I followed to find a solution. 

The Process.png

PROBLEM/ KEY CHALLENGES

After setting up a store at Harrods in Knights bridge, there was a disconnect with their target audience. A decline in sales. There weren't sure what went wrong.

TARGET AUDIENCE

RESEARCH - STUDY DETAILS

After the discovery meeting, it was clear that a field study was needed. The earlier the research, the more impact the findings will have on the project

RESEARCH - STUDY DETAILS

secondary research.png

After the secondary research, I decided that a Qualitative Research was appropriate for this project and I need to carry out a field study. I took a trip to the Montegrappa shop located in Harrods, Knightsbridge. I wanted to know the Why, the When and How based on first-hand observation, interviews, and of course, participant observation in a natural busy setting.

Qualititative Research.png

So I recruited 5 participants ranging from ages 27 to 65 who came to shop at the Montegrappa spot in Harrods. I wanted to look at Boomers, Gen X, Millennials and Gen Z as a whole

Field Study - Observing the right people.png

SOLUTION

Contextual Inquiry Interviews.png
Field Study Results 1.png
Field Study Results 2.png

SOLUTION

It was clear that Tibaldi had an already established target audience. The average person may not afford a tibaldi pen. We needed to focus on the already established audience by creating a consistent look, reduce clunkiness, clear and concise message, stay true to the tibaldi style guide, make it more local.

It was also important that we made provision for variations, writing grades and accurate taxing calculations.

Structure.png
Tibaldi Pen UK Landing Page Snapshot
Tibaldi Pen Product Page Snapshot
Tibaldi Pen Purchase Confirmation Page Snapshot

SKETCH/ WIREFRAME

Tibaldi mockup.PNG

ORIGINAL TIBALDI

NEW DESIGN FOR TIBALDI UK

THE FINAL SCREEN

The Final Product

THE FINAL SCREEN

Due to the already established brand, there was no need for a new style guide as I replicated the original design whilst fixing the laid out issues.

RESULT OF USABILITY TEST

The usability test was conducted with 100 users. Users were randomly divided into two groups: the first group saw the old design, and the second group saw the new design. Users were then asked to complete a series of tasks on the website, such as finding information, navigating to different pages, and making a purchase.

Results
The results of the usability test showed that 65% of users preferred the new design. Users who saw the new design found it easier to use and more intuitive than the old design. They also found the new design to be more aesthetically pleasing.

Conclusion
The results of the usability test suggested that the new Tibaldi UK design is a significant improvement over the old design.

Recommendations
Based on the results of the usability test, we recommended that Tibaldi UK make the following changes to their website:

Adopt the new design as their official website design.
Continue to focus on usability when making changes to the website. Conduct regular usability testing to ensure that the website is easy to use and meets the needs of users.

For more work inquiries, or to grab a coffee do email me at jayikwanofficial( at ) gmail.com ☕️✨​
Thank you for reading! 🧠

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