Project summary

Project details

Research and discovery

• Understanding OOUX: At the start of the project, I spent some time learning about OOUX principles and best practices through a Udemy course and some YouTube resources.
• Previous research: Surfaced previous research which was still relevant about the website’s experience and structure, which provided great insights we could use in this new project.
• New research: Created a heuristic evaluation of the Product Detail Page (due to it being the page with the most views).
  • View evaluation
• Understanding the NOTHS ecosystem: Discovery workshops helped both the Kin+Carta/Valtech team and the internal NOTHS team better understand our content structure and align on current definitions and future structure. We defined key objects and their relationships using the ORCA methodology (Objects, Relationships, Calls to action, Attributes).
  • View object map

Design process

Applying OOUX principles

• Identified what updates needed to be made to our existing components, and what new components needed to be created to support the newly defined object-based website structure, in alignment with the existing look and feel.

  For example, below can be seen our tiles which had been either updated or created according to OOUX principles, in order to support our newly defined content structure:

  

• Re-created high-fidelity page templates with updated and new components, based on the wireframes done by Kin+Carta/Valtech.

  • Department Landing Page template
  • Category Landing Page template
  • Collection Landing Page template

Results and impact

• Improved navigation and content discoverability: once this work is launched (still in progress as of April 2025), we anticipate that customers will be able to more easily browse categories, be inspired by collections, and discover products they would like to purchase.
• Reduced cognitive load by providing a clear structure to all our pages. Currently, the NOTHS Department Landing Pages have a lot of content on them which feels disorganised and users find it difficult to browse. Creating 2-3 templates which can cater for different types of Departments will provide a consistent experience and easy browsing journey.

Reflections and next steps

Challenges and lessons learned

• Stakeholder alignment was key to ensuring a consistent experience. All those involved in this project at the beginning had different levels of understanding of our tech stack and its complexities. They also used different terminology for the same elements, and we needed to clarify what certain elements are called.
• OOUX provided a structured framework that simplified complex information. It will bring simplicity to our technology, improve website performance and speed up the work done by various team members across the business – design, engineering, commercial, and more.

Future improvements