UX Audit · Clos19, Moët Hennessy (LVMH) eD2C Platform
200+ improvement opportunities and A/B tests that came back positive, with conversion uplifts of +2% to +9.6%.
- Client
- Moët Hennessy / LVMH
- Sector
- Luxury e-commerce
- Role
- Lead UX Architect
Overview
Strategic UX audit of the Clos19 e-commerce platform (UK mobile and desktop as benchmark), driven by the need to improve site performance and conversion rates.
Challenge
Underperforming conversion and unclear friction points across the shopping journey required a rigorous, prioritized diagnostic rather than isolated fixes.
Approach
Cognitive Walkthrough Analysis; Heuristic Evaluation (Nielsen/Molich, Shneiderman); structured Journey Mapping; prioritization framework; A/B test hypotheses and roadmap prioritisation with the group CRO Lab. Focus areas: Checkout (highest priority), Cart, Product Search, Product Detail Page, Cookie Banner, Account Management.
Solutions & Deliverables
Comprehensive UX analysis report, prioritized recommendations, user value scoring matrix, implementation roadmap, detailed solution proposals, A/B test hypotheses and roadmap, and a recommendation status monitoring tool.
Results & Impact
Identified 200+ improvement opportunities. The tests that ran with the LVMH CRO Lab came back positive on their primary KPI: conversion uplifts from +2.0% to +9.6%, +30% revenue on the removal of the product-listing hero banner, +137% click rate on search recommendations at 99.9% confidence, and a lower error rate on the shipping form. The winners were pushed to production. The roadmap continued after my exit and the methodology proved replicable across regions.