Total make-over for one of Scandinavias biggest online fashion retailers

Total make-over for one of Scandinavias biggest online fashion retailers

Ellos Group

In 2015 Ellos Group was doing a major technology shift, changing and replacing the better part of their entire IT infrastructure. After a hard breakup with a big global design agency me and my friend Thomas Tonder was contacted to finish what they started - two new websites on a brand new e-commerce platform. 

Today, more than 3 years, later we are still working together with Ellos Group...

In 2015 Ellos Group was doing a major technology shift, changing and replacing the better part of their entire IT infrastructure. After a hard breakup with a big global design agency me and my friend Thomas Tonder was contacted to finish what they started - 2 new websites on a brand new e-commerce platform. 

Today, more than 3 years, later we are still working together with Ellos Group...

In 2015 Ellos Group was doing a major technology shift, changing and replacing the better part of their entire IT infrastructure. After a hard breakup with a big global design agency me and my friend Thomas Tonder was contacted to finish what they started - 2 new websites on a brand new e-commerce platform. 

Today, more than 3 years, later we are still working together with Ellos Group...

Back to the drawing board

Back to the drawing board

Back to the drawing board

Back to the drawing board

Back to the drawing board

It's not an easy task, diving straight into an ongoing project, taking over what others started. While walking through the doors, we where hit with piles of excel-files loaded with must-have features from every department you could ever imagine.

Beacase of the tight timeframe we had to hit the ground running, making an understanding of what is what, what's needed where - and WHY? A lot of already made decisions had to be questioned.

So, in many ways we had to start from scratch. Creating our own idea of how this website should work in the best way.

concept-sketch-ellos
sketches1170

The emperor's new cloaths

The emperor's new cloaths

The emperor's new cloaths

The emperor's new cloaths

The emperor's new cloaths

Together with a set of skilled freelance UI designers, pulled from our own network, we created a new experience for Ellos Groups 2 flagships - ellos.se and jotex.se, aligning them with their new graphic identities.

Ellos-card-macbook
Ellos-card-iphone
Ellos-card-ipad
Ellos-cover-1600

”I have had the inspiring opportunity to work with Johan on transforming Ellos existing website... He is a mastermind in foreseeing all aspects, scenarios and alternative routes on the web."

”I have had the inspiring opportunity to work with Johan on transforming Ellos existing website... He is a mastermind in foreseeing all aspects, scenarios and alternative routes on the web."

”I have had the inspiring opportunity to work with Johan on transforming Ellos existing website... He is a mastermind in foreseeing all aspects, scenarios and alternative routes on the web."

”I have had the inspiring opportunity to work with Johan on transforming Ellos existing website... He is a mastermind in foreseeing all aspects, scenarios and alternative routes on the web."

Katja Widlund, Head of new business solutions, Ellos Group

Usability tests with eye-tracking

Usability tests with eye-tracking

Usability tests with eye-tracking

Usability tests with eye-tracking

Usability tests with eye-tracking

Since we where doing a total make-over we made a lot of assumption and guessing of what a good solution would be like. Launching it, leaving it to chance, and wait for the analytics data to come in would be too risky. So we had to test things.

You can test internally all you want. It's great. You will find and eliminate a lot of bugs and strange behaviours, but in the end you are only making sure things are working as planned. So, what if your plan was crap to begin with?

It's not until you put your solution in the hands of users you will get the real verdict. To make sure our assumptions was right we gathered real customers to test our solution, and hooked them up to our eye-tracking gear.

The red dots you see in the video is the test subjects eye fixations. With these we can see what the users lay their eye on - and more importantly, what they don't.
The red dots you see in the video is the test subjects eye fixations. With these we can see what the users lay their eye on - and more importantly, what they don't.

Did we find anything? Absolutly! A lot actually. When you work inside a company you are surrounded with a lot of like-minded people, thinking and behaving like you do. So what happens when a 60 year old woman, not familiar to your website, uses your new product?

While doing the users tests for Ellos and Jotex we found a lot of bugs, but the most important lessons are the unexpected behaviours people do have. So, with our new findings we had to to back to the drawing board, make changes, and then test again.

”You can’t help but be impressed with Johan’s attitude and understanding, which reaches way outside of that of the average UX designer."

”You can’t help but be impressed with Johan’s attitude and understanding, which reaches way outside of that of the average UX designer."

”You can’t help but be impressed with Johan’s attitude and understanding, which reaches way outside of that of the average UX designer."

”You can’t help but be impressed with Johan’s attitude and understanding, which reaches way outside of that of the average UX designer."

”You can’t help but be impressed with Johan’s attitude and understanding, which reaches way outside of that of the average UX designer."

Max Rose, Financial services manager, Ellos Group
Max Rose, Financial services manager, Ellos Group
Max Rose, Financial services manager, Ellos Group