In a recent report, Jimmy Choo was commended for offering a great UX on mobile.

But what makes the shoe brand so special?

Here’s a run-down of the features I think it does particularly well on mobile. And to learn more on this topic, check out our Mobile Usability and UX training course.

1. Eye-catching imagery and easy navigation

For luxury brands, it can be difficult to replicate the high-end nature of shopping in-store on an ecommerce site – and even more so on the small screen of a smartphone.

Unlike high street retailers, where savings and discounts might be a priority, a focus on high-quality imagery and engaging calls-to-action is vital.

Despite the slightly off-putting ‘Autumn Winter 16’ promotion (which oddly works on desktop but resembles a pop-up on mobile) – the brand's homescreen succeeds in drawing in mobile users.

  

Instead of models, the images are mostly close-up shots of clothes and accessories. This is more effective in conveying the actual feel of the items – an important part of the luxury experience.

The copy is understated and subtle. 

Calls-to-action like ‘have you met our newest bag?’ capture the consumer’s attention without being too in your face – as does the very appealing promotion for free shipping at the top.

Likewise, the navigation is easily located and simple to use.

 

2. Geolocation technology

The ability to find a nearby store is incredibly important for mobile consumers, yet a surprising number of retailers fail to offer geolocation technology. 

As expected, Jimmy Choo falls among those that do.

Located in the main navigation menu, this feature allows users to quickly locate nearby stores, either automatically or by entering a postcode.

Even better, there's an option to filter by store type and collection.

This might seem like a small addition, but it is very convenient for customers searching for specific items (like bridal dresses) on-the-go or in a hurry.

 

3. Multi-channel content

While some consumers use mobiles to browse and shop, a large proportion also use it to read blogs or consume video.

Jimmy Choo takes all users into consideration by ensuring all content is optimised for mobile. 

Its blog, ‘Choo World’, is nicely highlighted at the bottom of the homepage, pointing the user in the direction of recent long-form articles and announcements.

 

One negative is that the brand’s social media presence is a little too hidden. 

 

Icons for Facebook, Twitter and Instagram etc. are only found when clicking the ‘help and information’ button at the bottom of the page. 

Though this might be designed with subtlety in mind, prominent social media buttons would be more useful.

4. Checking stock in-store

Much like geolocation technology, the ability to check stock in-store is another guaranteed boost for the customer experience.

Jimmy Choo conveniently includes this feature on all product pages.

Not only does this help prevent user frustration, it also encourages sales in physical stores as well as online.

 

Another positive is the promotion of similar items.

This means that if a particular product isn’t in stock, customers might still stumble upon something else that takes their fancy.

 

5. Fast and fluid checkout

Finally, a mobile obstacle that many retailers fail to overcome – the dreaded checkout. How does Jimmy Choo measure up?

I was pleasantly surprised to find many features that typically make up a fuss-free process.

First, the handy summary of the order on a single page, alongside the option to checkout as a guest.

Even better, the options for PayPal and same-day delivery.

  

Granted, same-day delivery comes at a hefty price, but it's a sign that Jimmy Choo has customer satisfaction in mind – especially when it comes to mobile.

With a winning experience across the board, many other retailers should take note. 

Nikki Gilliland

Published 5 September, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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Rachel Starling, Assistant Digital Experience Manager at Pentland BrandsEnterprise

It's fascinating to see various articles that discuss the variations available for a mobile navigation. I am wondering whether a hamburger menu or a tabbed approach to the menu works best for mobile . Do econsultancy have any recent insights into which approach is best practice and offers an excellent user experience?

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