Bosi
Bosi Is a Colombian brand specializing in leather goods and footwear. Its website, however, presented a several changes that impacted both the user experience and brand consistency.
Dec 20, 2024
CLIENT
TrendCommerce
CLIENT
TrendCommerce
CLIENT
TrendCommerce
Role
UX Designer
Role
UX Designer
Role
UX Designer
Service
UX Design
Service
UX Design
Service
UX Design
Work Background
Work Background
Work Background
Visually and structurally, it didn’t reflect the brand’s recent updates new collections were added without considering usability, accessibility, or responsive design best practices. The site also lacked alignment with ongoing marketing campaigns, resulting in an outdated appearance and inconsistent design patterns.
One of the main challenges was the limited access to user research before the project began, as well as the absence of comprehensive digital brand guidelines. This made it essential to focus on improving the user experience, establishing clear responsive standards, and ensuring compliance with Google’s accessibility and performance requirements.
The redesign focused on improving user flow, visual consistency, and brand alignment across the e-commerce site. Key updates included restructuring the UX and UI layout, enhancing product visibility with dynamic filters tied to campaigns, and refining the homepage hierarchy for better clarity and navigation. Banners were redefined to serve promotional purposes only, reducing visual noise, while the brand’s value proposition was integrated more clearly into the design.
Visually and structurally, it didn’t reflect the brand’s recent updates new collections were added without considering usability, accessibility, or responsive design best practices. The site also lacked alignment with ongoing marketing campaigns, resulting in an outdated appearance and inconsistent design patterns.
One of the main challenges was the limited access to user research before the project began, as well as the absence of comprehensive digital brand guidelines. This made it essential to focus on improving the user experience, establishing clear responsive standards, and ensuring compliance with Google’s accessibility and performance requirements.
The redesign focused on improving user flow, visual consistency, and brand alignment across the e-commerce site. Key updates included restructuring the UX and UI layout, enhancing product visibility with dynamic filters tied to campaigns, and refining the homepage hierarchy for better clarity and navigation. Banners were redefined to serve promotional purposes only, reducing visual noise, while the brand’s value proposition was integrated more clearly into the design.
Visually and structurally, it didn’t reflect the brand’s recent updates new collections were added without considering usability, accessibility, or responsive design best practices. The site also lacked alignment with ongoing marketing campaigns, resulting in an outdated appearance and inconsistent design patterns.
One of the main challenges was the limited access to user research before the project began, as well as the absence of comprehensive digital brand guidelines. This made it essential to focus on improving the user experience, establishing clear responsive standards, and ensuring compliance with Google’s accessibility and performance requirements.
The redesign focused on improving user flow, visual consistency, and brand alignment across the e-commerce site. Key updates included restructuring the UX and UI layout, enhancing product visibility with dynamic filters tied to campaigns, and refining the homepage hierarchy for better clarity and navigation. Banners were redefined to serve promotional purposes only, reducing visual noise, while the brand’s value proposition was integrated more clearly into the design.
The Outcome
The Outcome
The Outcome
SEO improvements included semantic title structures, keyword-rich content, and unified navigation across all brand pages. A fixed header improved orientation, and a redesigned footer guided users toward key actions like newsletter subscriptions.
To ensure long-term consistency, I developed a digital guideline outlining standards for visual design, accessibility, SEO, and interaction, helping the brand maintain coherence in future marketing campaigns and site updates.
To continue improving performance, I recommended:
• Optimizing graphic assets for faster loading and mobile responsiveness.
• Conducting user interviews and usability testing to refine the experience.
• Using heatmaps and tree testing to measure behavior and validate site structure.
As a result, the website now offers a more cohesive, accessible, and performance-driven experience, aligned with both brand identity and user expectations.
SEO improvements included semantic title structures, keyword-rich content, and unified navigation across all brand pages. A fixed header improved orientation, and a redesigned footer guided users toward key actions like newsletter subscriptions.
To ensure long-term consistency, I developed a digital guideline outlining standards for visual design, accessibility, SEO, and interaction, helping the brand maintain coherence in future marketing campaigns and site updates.
To continue improving performance, I recommended:
• Optimizing graphic assets for faster loading and mobile responsiveness.
• Conducting user interviews and usability testing to refine the experience.
• Using heatmaps and tree testing to measure behavior and validate site structure.
As a result, the website now offers a more cohesive, accessible, and performance-driven experience, aligned with both brand identity and user expectations.
SEO improvements included semantic title structures, keyword-rich content, and unified navigation across all brand pages. A fixed header improved orientation, and a redesigned footer guided users toward key actions like newsletter subscriptions.
To ensure long-term consistency, I developed a digital guideline outlining standards for visual design, accessibility, SEO, and interaction, helping the brand maintain coherence in future marketing campaigns and site updates.
To continue improving performance, I recommended:
• Optimizing graphic assets for faster loading and mobile responsiveness.
• Conducting user interviews and usability testing to refine the experience.
• Using heatmaps and tree testing to measure behavior and validate site structure.
As a result, the website now offers a more cohesive, accessible, and performance-driven experience, aligned with both brand identity and user expectations.