Blackbook Travel Co. wanted to sell high-end travel luggage to customers on the go.
Blackbook Travel Co. was Bentley Leathers’s high end brand. Launched in 2014, the curated stores were tailored to customers on the go. Located in airports or in major transport hubs, Blackbook Travel Co. also needed an online presence. Experience design was the key component of this project. The navigation needed to be intuitive, snag-free and snappy. Other 50 different UX layouts were produced and refined before design work began.
Mobile first
Blackbook Travel Co.’s main demographic are people on the go. The content needed to be created and designed around mobile. Every step of the way, the UX and design work was created to facilitate mobile gestures. Swipe left or right to view difference sides of a product. A simplified filtering system and simplified transactional elements (such as colour choices, or sizes) were reduced to their simplest form to minimize visual clutter.
Creating zones of focus
By analyzing the way business travellers consumed visual information, through careful analysis of their surroundings (airport terminals, confined spaces, variable and low-light settings), we crafted an interface that created zones of focus through the usage of Blackbook’s iconic ochre colour.
These zones enabled the on-the-go customer to focus on key tasks : log-in, activate product filters and navigate through categories without necessarily using the menu. Focusing the navigation on clearly defined paths according to the user’s needs reduced the need to navigate through the menu, which increased ease of use for users that often have both hands occupied.
Adaptation
Considering the change of device in an e-commerce platform gave us the opportunity to speak to customers differently. Desktop users spent longer sessions on shopping platforms, which opened the way to more content to be showcased on product pages, and bigger, crisper imagery to be available.
Timeline
2014
Role
Digital Art Director at Agence Baobaz
Team
Stéphanie Dorval, Jean-Philippe Boudreau, Gabrielle Chalifoux, Julien Galtier, and the rest of the team at Agence Baobaz.