Agent Provocateur wanted to improve every aspect of the digital experience for their online customers, from the structure, taxonomy and key flows through to the visual design of the site. The challenge was to reflect the unique brand experience and high quality service enjoyed in the physical stores, whilst also communicating the excitement generated by its media output (who could forget the Kylie video).

Firstly, Splendid needed to get under the skin of the business as well as the current customer experience. This was a detailed task involving one to one customer research interviews, stakeholder interviews, site analytics review, store visits, usability audit, competitor analysis, plus persona generation and validation.

We then worked collaboratively with AP, following our User Centred Design process, to create a luxurious online experience that would better satisfy their customers' expectations.

Customers were consulted throughout the design process through a series of testing activities. The new visual design took inspiration from the boudoir feel of their original soho store, whilst a host of new features transformed the shopping experience. They include:

• Product rich category pages with multiple merchandising opportunities
• Improved product page design, allowing customers to quickly assemble desired sets from a range of options
• New product photography and zoom capabilities
• Improved search results page, new filters based on product aspects and image zoom to avoid previous 'pogo-ing' between search results and product pages
• Restructured checkout process
• Full screen 'theatre mode' to view campaign images and video
• A 'recently viewed' rail to improve customers orientation within the site
• 'View from behind' button, customers can quickly view all items on a search results page from the rear!

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