Being a customer at LYST (https://www.lyst.co.uk/shop/womens/) I have found the customer journey to be a little confusing at times. With this in mind I decided to wireframe a new homepage using Axure.

 

This makes it clearer that there are 2 separate homepages for each gender.Customers were possibly missing the men’s homepage as this page can only be returned when they click on ‘men’ in the menu. As the menu is a drop down some customers may have skipped the homepage straight to category pages.Ideally a cookie can be dropped so same homepage is returned on next visit.

 

On the current page there is a top menu with new in, genders, designers, etc. and a bottom menu with parent categories and sub categories. They also use 5 content slots for product focused content.

I have suggested removing gender from top navigation and using categories with a drop down menu. In this menu you can also include the top 5 designers for this category instead of having a designer drop down menu.

I have then suggested removing the bottom navigation as a good percentage of customers never reach the bottom of the page.

Lastly, instead of using up 5 content slots I would suggest setting up an action on the site, taking over a content slot to implement some customer personalisation e.g. On a customer’s returning visit show them a product or category they last viewed from the visit before. This could start as an A/B test to monitor its effects.

By doing this we are able to focus on content that the user has actually shown interest in.

 

The current structure encourages more copy over imagery. I have now replaced this with a carousel. The carousel allows the customer to flick through more products and removes all copy except price. 

 

The site sells a majority of top designer products so i would expect the site to be very sleak and minimal, keeping with there monochrome style and use of high resolution imagery.