Lean research to make finding Mimco products easier
Project
Redesigning Information Architecture and Navigation
Role
UX Design Researcher, Country Road Group Omni-channel
The Brand
Of all the brands in the Country Road Group, Mimco, stood out the most. This iconic Australian leather goods brand was known for being bold and producing their signature line of wallets, pouches and uniquely named “Couch” (a hybrid clutch and pouch bag).
Audience
Predominantly marketed to 18-40 year olds, this quirky brand has a cult following that shows some equally quirky behaviours.
Gathering of different data sources, the team were able to form a solid understanding of how the navigation performed “today”.
I conducted tree tests with customers in-store to validate the difficulty of finding certain products, measuring the time taken and task success rate. Benchmarking against the original navigation, we were able to measure the overall success of two new designs, a Luxe navigation and a Standard one.
The Luxe navigation which had animated transitions on hover performed marginally better in the tree tests.