Chanel My Little Black Book
About The Project
Dive into the transformation of Chanel Europe's "My Boutique App" (MBA), a pivotal tool for enhancing the efficiency and satisfaction of sellers, managers, and stockists through a user-focused redesign.
Date
Juil. 2022
Role
Product designer
[ View Website ]
My Boutique App Redesign at Chanel Europe
Chanel Europe’s « My Boutique App » (MBA) is essential for the daily operations of sellers, managers, and stockists. Initially developed amidst a rapid expansion phase, the focus on quick deployment led to a cluttered interface and a divergence from user-centric design principles. The challenge was to realign MBA with Chanel’s design ethos and streamline its functionality to enhance user satisfaction and operational efficiency.
Challenge and Approach
The challenge in redesigning « My Boutique App » (MBA) involved extensive collaboration across various divisions and with sellers to deeply understand their needs. A critical aspect was to ensure the scalability of solutions and meet not only current requirements but also future needs. Additionally, the global nature of Chanel required tailoring the app to meet diverse expectations across different international markets, adding complexity to the redesign process.
Approach:
Cross-Division Collaboration: Engaging with different divisions within Chanel was crucial to gather a comprehensive understanding of the varied needs and how they intersected across roles and functions.
Scalability and Future-Proofing: The redesign focused on creating a flexible and scalable solution that could adapt to future technological advancements and evolving user requirements.
Global Market Considerations: Recognizing the diverse needs of Chanel’s global markets, the approach included customizing features and interfaces to cater to regional preferences and operational differences.
World Testing:
Feedback Loops: Conducted « trash tests » with sellers and collaborated with developers to ensure the new design’s practicality and technical feasibility.
Reskinning and Refinement: Initiated a reskinning phase for all screens, updating the look while reevaluating and enhancing features based on seller feedback to ensure every element of the app was both functional and user-centric.
Results and Future Directions
Outcomes of the Redesign
Enhanced User Experience: Users reported a more intuitive and streamlined interface, leading to quicker and more efficient daily operations.
Reduced Customer Search Times: Significant reduction in the time required to search for customer information, enhancing service speed and quality.
Increased Sales: A noticeable 15% increase in sales post-redesign, indicating improved operational efficiency and customer service.
Decreased Order Errors: A 20% reduction in order errors, reflecting the improved accuracy and reliability of the app.
Positive Feedback: Users and stakeholders expressed high satisfaction with the redesigned app, noting its alignment with Chanel’s aesthetic principles and operational needs.
Future Directions
Continuous Improvement: The redesign has established a framework for ongoing enhancements, ensuring the app remains responsive to user needs and technological advancements.
Adaptability: The new design system provides a flexible foundation, allowing for quick adjustments and additions to the app based on emerging requirements.
User-Centric Updates: Future updates will continue to be driven by user feedback and real-world usage patterns, maintaining the app’s relevance and effectiveness.
Expanding Functionality: Based on user needs and business objectives, new features and functionalities will be considered to ensure MBA remains a vital tool for Chanel’s retail operations.
