The goal of this project was to make Mytheresa’s website follow the direction the brand was taking: current, genderless and easy to use
The keys to the facelift
1. Simple
Geometric icons, sans-serif fonts, reduced color palette, ample white space… All those measures and more were taken to allow the images and the high-quality products to truly shine.
2. Image-foccused
As a luxury e-commerce, one of Mytheresa’s main USPs is the quality of their images, and the constant stream of new inspiration populating the website.
To ensure that the user could enjoy it to the fullest, we focussed on creating wider breakpoints, bigger image containers, and infusing inspiration wherever possible.
3. Systematic
We took the facelift as an opportunity to create a design library in sketch with text-styles, grids, color palettes, exportable assets… We documented all changes on zeplin, and eventually exported the design system to zeroheight.
The challenges
Due to technical limitations and time constraints we were not able to do any user testing for this project, and even with the quantitative data, we were quite limited.
This meant that we had to be very reliant on benchmarking and reading articles about best-practices, and why we ultimately didn’t touch much of the UX in this project, and focussed more on improving the UI of the experience that the user was already familiar with.
Another important challenge that we faced, was keeping two different corporate identities under one roof. With the launch of menswear, it was decided that the men and women sections of Mytheresa needed to have a different look and feel.
Creating designs that were visually different but still similar enough that a user could tell they both belonged to Mytheresa, was a balancing act that we had to be mindful of every step of the way.
At the end we went with the same font family in both but using different variants, and with the same basic color palette, and a different accent color.
This was the first full redesign that the website had had since 2009, when it became a responsive layout.
About us pages
Most of the pages, as mentioned, where not reinvented, but simply improved visually. The “About Us Pages” however, were an exception. This is the section of the website where the user can learn about the brand’s history, its sustainability commitment, it’s press events etc.
This section was rethought from beginning to end, starting with Information Architecture, to wireframes, to the final designs. The project allowed users that were not so familiar with Mytheresa to gain trust in the company, before making a purchase decision.
