Boeing

The Boeing Store online shopping experience

The Boeing Store has been playing a significant role as the employee essential store. They would like to improve their website UIUX which can benefit aviation fans and commercial partners.

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Challenges

Their original website was more like an internal supply store that spoke to Boeing’s employees.
*Showing is the homepage before the website revamp.
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Majority consumers
But we found that the Boeing Store consumers are not only Boeing employees but also aviation fans and commercial partners.

The feedback we have received from the consumers is difficult in product search and the website does not look like an online store for the public to shop.

UX -Design Thinking

Contextual Inquiry

01

Massive products
‍Boeing Store carries 1000+ products, and we have to consolidate the naming system and product tagging for better SEO.

My role:
I supported the team to figure out the best filter tagging system and filter interface for the website.

02

Imagery
‍The products were not presented in the best way on the website. Instead of a single product photo, I proposed to present the product by showing its material from several angles and demonstrating the apparel collection by shooting them with models to elevate the product's display.
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My role:
I have built an imagery usage guideline for the team. And collaborated with Boeing photographers on the photography execution, helping them to understand the new imagery guideline for our website.

03

Revamp the online store
‍The website is built with the default setup on the Shopify e-commerce platform. And considering the audiences, I decided to have a simple and clear website design that drives with lifestyle images.

My role:
I worked closely with the web specialist to revamp the website on the Shopify platform. At the same time, I worked collaboratively with the marketing team on the content to bring product value by telling better stories for each collection.

Design Strategy

Mapping online customer experience

After listening and discussing with different teams, I have come up with a solution that can help our consumers to have clearer navigation and a better shopping experience with the Boeing Store website.

I have presented the new website wireframe and showed how would the new structure can support the marketing promotion plans. In the meantime, I also shared the progress status with everyone in the regular team meeting to get feedback.

Brand presence

There were lacking design planning steps before I join the team. First of all, we have to understand who are we speaking to. So having a clear audience persona would be a good start to help in determining the direction of the marketing campaigns and product decisions.

Custom Hangar
I stepped into the rebranding project for the ‘Custom Hangar’, a premium collection. Products in this collection are made with parts from retired aircraft. Hence that I suggested approaching our consumers about its history and uniqueness.

Take-off

Website evolution

The online store sales have increased significantly with the marketing push, and we have more traffic to the Custom Hangar pages, and even sold out all guitars and the window wall art.

When I worked on this web 2.0, there are several adjustments that we have saved for the next update. If we have more budget and time, I would have added the wishlist plugin, restock tracker, and updated the Custom Hangar lifestyle product imagery.