Reviewing the Listing and Product pages of the Burberry E-Commerce, conducting qualitative UX analysis and providing feedback and suggestions.
The objective of this project was to critically evaluate the user experience of the listing and product detail pages on Burberry’s e-commerce platform. The focus was to identify usability issues, inconsistencies, and friction points that may impact the user's shopping journey. Based on this analysis, I provided clear, actionable feedback along with design recommendations aimed at enhancing clarity, accessibility, and conversion performance. This exercise combined UX heuristics, user-centric design thinking, and interface evaluation to propose improvements aligned with Burberry’s brand and luxury e-commerce standards.
Burberry is a globally recognized British luxury fashion house known for its heritage, craftsmanship, and innovation. As a premium brand, Burberry’s digital presence is a vital extension of its identity, serving not only as a sales channel but as a reflection of its core values and commitment to excellence.
In the luxury market, every touchpoint matters, especially online. Consumers expect a seamless, refined, and intuitive digital experience that matches the sophistication of the products themselves. A well-designed website is no longer optional: it’s a key part of delivering luxury service. This makes it essential for luxury brands like Burberry to continuously assess and improve their digital platforms, ensuring they meet both functional needs and emotional expectations.
This project focused on evaluating the UX of Burberry’s e-commerce listing and product pages to identify opportunities for refinement and ensure the digital experience upholds the brand’s premium standards.
In the luxury market, every touchpoint matters, especially online. Consumers expect a seamless, refined, and intuitive digital experience that matches the sophistication of the products themselves. A well-designed website is no longer optional: it’s a key part of delivering luxury service. This makes it essential for luxury brands like Burberry to continuously assess and improve their digital platforms, ensuring they meet both functional needs and emotional expectations.
This project focused on evaluating the UX of Burberry’s e-commerce listing and product pages to identify opportunities for refinement and ensure the digital experience upholds the brand’s premium standards.
To evaluate the UX quality of Burberry’s listing and product pages, I adopted a comprehensive and structured approach combining user testing, heuristic evaluation, and accessibility checks. The methodology consisted of the following key steps:
1. User Testing:
Conducted user testing sessions based on exploration and task-based activities. Participants were asked to freely explore the listing and product pages, during which they noted pain points and usability issues. This was followed by two specific tasks designed to assess key aspects of user experience such as task completion time, ease of navigation, and clarity of information.
1.1. Exploration:
Unstructured navigation through the listing and product pages, encouraging users to comment on any friction points encountered.
1.2. Task 1 & Task 2:
Goal-oriented tasks crafted to evaluate specific interactions. Metrics included completion time, search efficiency, and overall ease of use.
2. Heuristic Evaluation:
Applied Jakob Nielsen’s usability heuristics to assess interface quality and identify common UX flaws.
3. Accessibility Review:
Reviewed the website against W3C accessibility guidelines to ensure inclusivity and compliance with best practices.
4. Actionable Feedback:
Synthesized findings into clear, practical feedback items.
5. Alternative Design Proposals:
Proposed design improvements addressing the issues identified, aimed at enhancing usability and aligning with the luxury brand experience.
Following the user testing, the accessibility review and the heuristic evaluations, I synthesised all collected insights into a structured format to guide design improvements. The user testing was based on two tailored tasks that helped reveal specific friction points in both the listing and product pages.
After applying the full methodology I compiled a table highlighting 22 distinct pain points encountered during the evaluation. For each issue, I provided:
1. A clear description of the problem
2. A priority level (low, medium, high) to assess its urgency and impact
3. Concrete suggestions for improvement, grounded in UX principles and brand consistency
This detailed mapping of pain points served as the foundation for ideation. Based on the most critical insights, I began developing alternative design solutions aimed at enhancing usability, reducing friction, and reinforcing the luxury experience expected from a brand like Burberry.
To bring these recommendations to life, I created a redesign of the product page that incorporates the most impactful suggestions. This prototype demonstrates how key usability improvements can be seamlessly integrated into the existing visual identity while significantly enhancing the overall user experience.
Based on the insights gathered through user testing and UX evaluation, I created a redesigned version of the product page focused on clarity, accessibility, and overall user experience. The goal was to align the interface with best practices in usability while preserving Burberry’s premium aesthetic. Key design improvements included:
This project provided clear and measurable value by identifying concrete usability issues and offering practical, brand-appropriate solutions for improving the digital experience of a luxury e-commerce platform.
For Burberry maintaining a flawless and intuitive online presence is essential. My analysis revealed 22 key UX pain points and prioritised them based on impact, offering actionable feedback and design solutions tailored to both user needs and brand expectations.
By delivering a refined product page redesign, the project demonstrates how even subtle interface changes can significantly improve accessibility, visual clarity, and user satisfaction without compromising on brand elegance. It also shows the importance of continually testing and evolving digital platforms to stay competitive and deliver a consistent luxury experience across all channels.
Ultimately, this work serves as a scalable framework that could be extended across other areas of the website.
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