Burberry search results

Burberry website hero image


Search is one of the most important aspects of an e-commerce site that people often underestimate when building their platforms.

I tried different websites to support all the aspects of search functionality, Burberry is one of my favourite brands and I thought it could be a good example to summarise the pros and cons in search design and results.

This is a short case study, that addresses some aspects to search design and results with examples from 2017*.

Previously, I published a couple of articles on search:

Are you looking to start a fintech startup? You need to know about the FCA and TCF

How to design FCA regulated products by Chaymae Lougmani and Richard McNaughton at Fox Williams London

A bit of context

This is a co-written article with George McNaughton, Head of Compliance at Neyber. The structure is based on the workshop we hosted as part of Mobile UX Design Festival at Fox Williams on the 23rd Feb 2018.

There’s an article that Neyber published on that talk, FCA compliant designing, GDPR and centralising key stakeholders’ thinking.

What are the buzz words!

What is the FCA?

‘The Financial Conduct Authority (FCA) regulates the financial services industry in the UK. Its role includes protecting consumers, keeping the industry stable, and promoting healthy competition between financial service providers’ www.gov.uk

In other words, they aim to ensure markets work well so that customers get…

Best Practices in Search Results

What is search?

In the computing world, the search is running a query on a database. Users input keywords that are found (or not) in the database and returned as search results.

Why investing in search is important for your business?

If users can’t find what they are looking for, they will go to your competitor.

An effective search helps businesses deliver a better user experience. When users find what they came for with ease, they buy it.

Good user experience also helps enhance brand perception. Users are more likely to return to your site. This means better customer retention and higher conversion rate which translates into higher sales.

In this article…

Nexmo integration prize at Small Biz Hack, London 2018

A bit of context

Invoiced is a concept we brainstormed and developed during the Small Biz Hack in London, on the 24–25th February 2018. Organized and sponsored by Quickbooks and hosted at Code Node in London.

Small Biz Hack partners:

Top Tips to Get More Out Of Your Search

Top tips for search design

A good search tool can both enhance brand perception and increase sales

Search is a big deal, especially in an e-commerce business. It gives users control over what to search for and makes it easy for them to locate a desired product.

“In our recent e-commerce usability study, 83% of users searched on one or more sites.” — Nielsen Norman Group

What is search?

In the computing world, It’s running a query on a database. Users input key words that are found (or not) in the database and returned as search results. I’ll talk more about best practice in search results in a future article.


Fail to communicate, fail to UX

Why being a good communicator is a crucial skill to have as UX Lead?

Communication is a crucial part of product development. As UX Lead, you’ll be working with a broad range of stakeholders. In addition to brainstorming, designing and pitching a product, you’ll be expected to justify and defend the decisions you make. It’s essential that you come across as clear, precise and considered at all times.

‘The art of communication is the language of leadership.’ James Humes

In this article, I share my experience in communicating with different stakeholders in my current and my previous roles. I also talk about the nature of each interaction and what it involves.

Communication layers

As UX lead…

Best practice in form design

Why this article?

Digging into accessibility and usability in form design was a shocking experience. I felt frustrated when I tried screen readers, accessing input field using the keyboard and changing the colour contrast in my screen. I shared the whole experience in a few talks, some people asked me if I would write about it and here I am!

Forms are important and a lot of businesses rely on them

A form is an electronic document that contains a structured set of related user input fields.

Following best practice in form design helps business by making it easy for user to complete their goals. …

Testing is a critical part of building usable digital products. A testing environment with relevant content encourages more thoughtful feedback, that can then be used to craft a more tailored user experience.

What is Lorem Ipsum?

Lorem Ipsum is dummy text used by publishers and designers when the original copy is not available. They use it to keep the work flow going and to get clients approval on designs.

“Lorem Ipsum is dummy text used by publishers and designers when the original copy is not available.”

The text has been used in the printing and typesetting industries since the 1500s, and has more recently…

Case study

A bit of context

What you are about to read is the second part of a two weeks design sprint for a pet project. This was an exercise I did during my UX Design Immersive course at General Assembly. It’s all about the design decisions I made following Google Material Design Language guidelines.

Why Material Design?

Before switching to User Experience Design, I worked as a Set Designer and Art Director. I made objects and crafted 3D interactive installations in Morocco, Vietnam, India and the UK.

As an Art Director, I remodelled Interaction Design principles and used materials to create fictional spaces. I helped actors emphasize their…

Chaymae Lougmani

Experience Director at www.innovationpie.online | Mentor | Speaker | BBC tech expert guest. Follow me!

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