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Bally Luxury Handbag Configurator

Handbag personalisation

Handbag personalisation

Handbag personalisation

Handbag personalisation

Handbag personalisation

In a crowded market of high-end accessories, a bespoke handbag is an investment which provides the wearer with complete control over the fabric, shape and finish, and allows them to create a personalised, unique piece. This investment involves time as well as money, often including several visits to store.

To fit in with customers’ busy lifestyles, Bally wanted to provide a way for them to understand the process and experiment with building their own bag, from any location, at any time, on any device.

In a crowded market of high-end accessories, a bespoke handbag is an investment which provides the wearer with complete control over the fabric, shape and finish, and allows them to create a personalised, unique piece. This investment involves time as well as money, often including several visits to store.

To fit in with customers’ busy lifestyles, Bally wanted to provide a way for them to understand the process and experiment with building their own bag, from any location, at any time, on any device.

In a crowded market of high-end accessories, a bespoke handbag is an investment which provides the wearer with complete control over the fabric, shape and finish, and allows them to create a personalised, unique piece. This investment involves time as well as money, often including several visits to store.

To fit in with customers’ busy lifestyles, Bally wanted to provide a way for them to understand the process and experiment with building their own bag, from any location, at any time, on any device.

In a crowded market of high-end accessories, a bespoke handbag is an investment which provides the wearer with complete control over the fabric, shape and finish, and allows them to create a personalised, unique piece. This investment involves time as well as money, often including several visits to store.

To fit in with customers’ busy lifestyles, Bally wanted to provide a way for them to understand the process and experiment with building their own bag, from any location, at any time, on any device.

In a crowded market of high-end accessories, a bespoke handbag is an investment which provides the wearer with complete control over the fabric, shape and finish, and allows them to create a personalised, unique piece. This investment involves time as well as money, often including several visits to store.

To fit in with customers’ busy lifestyles, Bally wanted to provide a way for them to understand the process and experiment with building their own bag, from any location, at any time, on any device.

Bally asked the Labelux design and engineering team to create an experience through which users would be able to customise their popular Sommet handbag by selecting fabric and finish options, and adding a monogram. The experience should also reflect the luxury personalised service available in store.

As well as allowing customers to purchase online, the configurator can also be used by store advisors as a visualisation tool when guiding customers in their purchase decision.

 

Bally asked the Labelux design and engineering team to create an experience through which users would be able to customise their popular Sommet handbag by selecting fabric and finish options, and adding a monogram. The experience should also reflect the luxury personalised service available in store.

As well as allowing customers to purchase online, the configurator can also be used by store advisors as a visualisation tool when guiding customers in their purchase decision.

Bally asked the Labelux design and engineering team to create an experience through which users would be able to customise their popular Sommet handbag by selecting fabric and finish options, and adding a monogram. The experience should also reflect the luxury personalised service available in store.

As well as allowing customers to purchase online, the configurator can also be used by store advisors as a visualisation tool when guiding customers in their purchase decision.

 

Bally asked the Labelux design and engineering team to create an experience through which users would be able to customise their popular Sommet handbag by selecting fabric and finish options, and adding a monogram. The experience should also reflect the luxury personalised service available in store.

As well as allowing customers to purchase online, the configurator can also be used by store advisors as a visualisation tool when guiding customers in their purchase decision.

 

Bally asked the Labelux design and engineering team to create an experience through which users would be able to customise their popular Sommet handbag by selecting fabric and finish options, and adding a monogram. The experience should also reflect the luxury personalised service available in store.

As well as allowing customers to purchase online, the configurator can also be used by store advisors as a visualisation tool when guiding customers in their purchase decision.

 

Bally MTO Cover

The Challenge

The Challenge

The Challenge

The Challenge

The Challenge

Crafting a personalised handbag experience for the luxury market poses a unique set of challenges. Due to the high price point of the product, and that it cannot be returned, ensuring customer satisfaction is paramount.

Our primary goal was to offer customer a clear visualisation of their customised bag, including the colour, texture, monograms, hardware and finishes.

Crafting a personalised handbag experience for the luxury market poses a unique set of challenges. Due to the high price point of the product, and that it cannot be returned, ensuring customer satisfaction is paramount.

Our primary goal was to offer customer a clear visualisation of their customised bag, including the colour, texture, monograms, hardware and finishes.

Crafting a personalised handbag experience for the luxury market poses a unique set of challenges. Due to the high price point of the product, and that it cannot be returned, ensuring customer satisfaction is paramount.

Our primary goal was to offer customer a clear visualisation of their customised bag, including the colour, texture, monograms, hardware and finishes.

Crafting a personalised handbag experience for the luxury market poses a unique set of challenges. Due to the high price point of the product, and that it cannot be returned, ensuring customer satisfaction is paramount.

Our primary goal was to offer customer a clear visualisation of their customised bag, including the colour, texture, monograms, hardware and finishes.

Crafting a personalised handbag experience for the luxury market poses a unique set of challenges. Due to the high price point of the product, and that it cannot be returned, ensuring customer satisfaction is paramount.

Our primary goal was to offer customer a clear visualisation of their customised bag, including the colour, texture, monograms, hardware and finishes.

We recognise the need to cater to our target audience’s busy lifestyles by providing a fast-loading, smooth, user-friendly service akin to the personalised assistance Bally’s customers can receive in store.

Our aim was not only to create beautiful, personalised handbags, but also to offer a streamlined digital journey that reflects the essence of the brand.

We recognise the need to cater to our target audience’s busy lifestyles by providing a fast-loading, smooth, user-friendly service akin to the personalised assistance Bally’s customers can receive in store.

Our aim was not only to create beautiful, personalised handbags, but also to offer a streamlined digital journey that reflects the essence of the brand.

We recognise the need to cater to our target audience’s busy lifestyles by providing a fast-loading, smooth, user-friendly service akin to the personalised assistance Bally’s customers can receive in store.

Our aim was not only to create beautiful, personalised handbags, but also to offer a streamlined digital journey that reflects the essence of the brand.

We recognise the need to cater to our target audience’s busy lifestyles by providing a fast-loading, smooth, user-friendly service akin to the personalised assistance Bally’s customers can receive in store.

Our aim was not only to create beautiful, personalised handbags, but also to offer a streamlined digital journey that reflects the essence of the brand.

We recognise the need to cater to our target audience’s busy lifestyles by providing a fast-loading, smooth, user-friendly service akin to the personalised assistance Bally’s customers can receive in store.

Our aim was not only to create beautiful, personalised handbags, but also to offer a streamlined digital journey that reflects the essence of the brand.

How might we...

Business Goal

Open up Bally's in-store handbag personalisation service to a wider audience?

Improve conversion (business goal) by supporting customers in their purchase decision?

Open up Bally's in-store handbag personalisation service to a wider audience?

Open up Bally's in-store handbag personalisation service to a wider audience?

Open up Bally's in-store handbag personalisation service to a wider audience?

Business Goal

Provide customers with a branded, sleek service in line with the store experience?

Increase basket size (business goal) through providing recommendations?

Provide customers with a branded, sleek service in line with the store experience?

Provide customers with a branded, sleek service in line with the store experience?

Provide customers with a branded, sleek service in line with the store experience?

Business Goal

Support store representatives when working with customers to create their ideal bag?

Support customers in finding the products most suitable for them?

Support store representatives when working with customers to create their ideal bag?

Support store representatives when working with customers to create their ideal bag?

Support store representatives when working with customers to create their ideal bag?

Onboarding

A luxury handbag is a large commitment in itself, even moreso when this is customised, due to the investment from the customer in both time and money. So that the customer can feel confident in making a purchase decision, the process, options and quality of the finished product must be clearly demonstrated. 

A luxury handbag is a large commitment in itself, even moreso when this is customised, due to the investment from the customer in both time and money. So that the customer can feel confident in making a purchase decision, the process, options and quality of the finished product must be clearly demonstrated. 

A luxury handbag is a large commitment in itself, even moreso when this is customised, due to the investment from the customer in both time and money. So that the customer can feel confident in making a purchase decision, the process, options and quality of the finished product must be clearly demonstrated. 

A luxury handbag is a large commitment in itself, even moreso when this is customised, due to the investment from the customer in both time and money. So that the customer can feel confident in making a purchase decision, the process, options and quality of the finished product must be clearly demonstrated. 

A luxury handbag is a large commitment in itself, even moreso when this is customised, due to the investment from the customer in both time and money. So that the customer can feel confident in making a purchase decision, the process, options and quality of the finished product must be clearly demonstrated. 

We designed a scalable portal to the service, including a landing page to serve as the starting point for multiple product customisation journeys, to prepare for future product launches. Each path allowed users to explore shape, fabric and hardware options, and learn about the craftsmanship behind the product.

We designed a scalable portal to the service, including a landing page to serve as the starting point for multiple product customisation journeys, to prepare for future product launches. Each path allowed users to explore shape, fabric and hardware options, and learn about the craftsmanship behind the product.

We designed a scalable portal to the service, including a landing page to serve as the starting point for multiple product customisation journeys, to prepare for future product launches. Each path allowed users to explore shape, fabric and hardware options, and learn about the craftsmanship behind the product.

We designed a scalable portal to the service, including a landing page to serve as the starting point for multiple product customisation journeys, to prepare for future product launches. Each path allowed users to explore shape, fabric and hardware options, and learn about the craftsmanship behind the product.

We designed a scalable portal to the service, including a landing page to serve as the starting point for multiple product customisation journeys, to prepare for future product launches. Each path allowed users to explore shape, fabric and hardware options, and learn about the craftsmanship behind the product.

Bally Bespoke Handbag Service

Image: landing screens to introduce and explain the product and service

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Customer journey

Working closely with Bally’s digital team, we created several iterations of the wireframes to refine the journey and ensure that all options available were fully integrated with the back-end product ordering processes, and feasible to be made by the craftspeople at the atelier within the timeframe advertised.

Working closely with Bally’s digital team, we created several iterations of the wireframes to refine the journey and ensure that all options available were fully integrated with the back-end product ordering processes, and feasible to be made by the craftspeople at the atelier within the timeframe advertised.

Working closely with Bally’s digital team, we created several iterations of the wireframes to refine the journey and ensure that all options available were fully integrated with the back-end product ordering processes, and feasible to be made by the craftspeople at the atelier within the timeframe advertised.

Working closely with Bally’s digital team, we created several iterations of the wireframes to refine the journey and ensure that all options available were fully integrated with the back-end product ordering processes, and feasible to be made by the craftspeople at the atelier within the timeframe advertised.

Working closely with Bally’s digital team, we created several iterations of the wireframes to refine the journey and ensure that all options available were fully integrated with the back-end product ordering processes, and feasible to be made by the craftspeople at the atelier within the timeframe advertised.

The customer starts by choosing their preferred bag size, after which they are able to select from multiple leather types and colours for each section of the bag, which would be instantly reflected in the main image. The user could then add finishing touches by selecting from gold or silver hardware, and an optional monogram.  

The customer starts by choosing their preferred bag size, after which they are able to select from multiple leather types and colours for each section of the bag, which would be instantly reflected in the main image. The user could then add finishing touches by selecting from gold or silver hardware, and an optional monogram.  

The customer starts by choosing their preferred bag size, after which they are able to select from multiple leather types and colours for each section of the bag, which would be instantly reflected in the main image. The user could then add finishing touches by selecting from gold or silver hardware, and an optional monogram.  

The customer starts by choosing their preferred bag size, after which they are able to select from multiple leather types and colours for each section of the bag, which would be instantly reflected in the main image. The user could then add finishing touches by selecting from gold or silver hardware, and an optional monogram.  

The customer starts by choosing their preferred bag size, after which they are able to select from multiple leather types and colours for each section of the bag, which would be instantly reflected in the main image. The user could then add finishing touches by selecting from gold or silver hardware, and an optional monogram.  

Bally Made to Order wireframes

Images: Iterations on the mobile journey. A horizontal scrolling swatch bar allowed the composite bag to be visible on the same screen as the options, and adding tabs enabled the user to move more easily between editable options in that section.

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Performance and optimisation

One of the main challenges was to ensure the bags were represented correctly whilst also maintaining page load times. We experimented with using colour and texture overlays rather than photographs to build the bag, but the results weren’t realistic enough to enable the user to make an informed decision. 

One of the main challenges was to ensure the bags were represented correctly whilst also maintaining page load times. We experimented with using colour and texture overlays rather than photographs to build the bag, but the results weren’t realistic enough to enable the user to make an informed decision. 

One of the main challenges was to ensure the bags were represented correctly whilst also maintaining page load times. We experimented with using colour and texture overlays rather than photographs to build the bag, but the results weren’t realistic enough to enable the user to make an informed decision. 

One of the main challenges was to ensure the bags were represented correctly whilst also maintaining page load times. We experimented with using colour and texture overlays rather than photographs to build the bag, but the results weren’t realistic enough to enable the user to make an informed decision. 

One of the main challenges was to ensure the bags were represented correctly whilst also maintaining page load times. We experimented with using colour and texture overlays rather than photographs to build the bag, but the results weren’t realistic enough to enable the user to make an informed decision. 

We then photographed each leather type and masked the images to the bag’s pattern, which provided a much more aesthetically appealing result. To mitigate the additional weight of the images, we ran these through several compression tools until we found the perfect balance of size and image quality.

We then photographed each leather type and masked the images to the bag’s pattern, which provided a much more aesthetically appealing result. To mitigate the additional weight of the images, we ran these through several compression tools until we found the perfect balance of size and image quality.

We then photographed each leather type and masked the images to the bag’s pattern, which provided a much more aesthetically appealing result. To mitigate the additional weight of the images, we ran these through several compression tools until we found the perfect balance of size and image quality.

We then photographed each leather type and masked the images to the bag’s pattern, which provided a much more aesthetically appealing result. To mitigate the additional weight of the images, we ran these through several compression tools until we found the perfect balance of size and image quality.

We then photographed each leather type and masked the images to the bag’s pattern, which provided a much more aesthetically appealing result. To mitigate the additional weight of the images, we ran these through several compression tools until we found the perfect balance of size and image quality.

Constructing the preview

Constructing the preview

Constructing the preview

Constructing the preview

Constructing the preview

Each visible section of the bag was photographed and clipped and configurable by the customer, to provide the most accurate representation of the finished product

Onward journey

On completing their design, there were four progression paths a customer could take. If satisfied with their selections and ready to purchase, they can now add the product to their shopping bag and continue through the checkout flow, where customised products were contained in their own section to separate them from those at the warehouse which could be fulfilled sooner. 

On completing their design, there were four progression paths a customer could take. If satisfied with their selections and ready to purchase, they can now add the product to their shopping bag and continue through the checkout flow, where customised products were contained in their own section to separate them from those at the warehouse which could be fulfilled sooner. 

On completing their design, there were four progression paths a customer could take. If satisfied with their selections and ready to purchase, they can now add the product to their shopping bag and continue through the checkout flow, where customised products were contained in their own section to separate them from those at the warehouse which could be fulfilled sooner. 

On completing their design, there were four progression paths a customer could take. If satisfied with their selections and ready to purchase, they can now add the product to their shopping bag and continue through the checkout flow, where customised products were contained in their own section to separate them from those at the warehouse which could be fulfilled sooner. 

On completing their design, there were four progression paths a customer could take. If satisfied with their selections and ready to purchase, they can now add the product to their shopping bag and continue through the checkout flow, where customised products were contained in their own section to separate them from those at the warehouse which could be fulfilled sooner. 

Customers could also add to their wishlist and share, or save their progress to come back to later. For added peace of mind, they could also choose to email a store representative, who would be sent their details along with a composite image of their selections, to book an appointment to see the fabrics in person. The image could also be shared directly to social media.

Customers could also add to their wishlist and share, or save their progress to come back to later. For added peace of mind, they could also choose to email a store representative, who would be sent their details along with a composite image of their selections, to book an appointment to see the fabrics in person. The image could also be shared directly to social media.

Customers could also add to their wishlist and share, or save their progress to come back to later. For added peace of mind, they could also choose to email a store representative, who would be sent their details along with a composite image of their selections, to book an appointment to see the fabrics in person. The image could also be shared directly to social media.

Customers could also add to their wishlist and share, or save their progress to come back to later. For added peace of mind, they could also choose to email a store representative, who would be sent their details along with a composite image of their selections, to book an appointment to see the fabrics in person. The image could also be shared directly to social media.

Customers could also add to their wishlist and share, or save their progress to come back to later. For added peace of mind, they could also choose to email a store representative, who would be sent their details along with a composite image of their selections, to book an appointment to see the fabrics in person. The image could also be shared directly to social media.

Bally Made to Order Share

Image: Sharing the experience.

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Validation and outcome

This is an interesting project to evaluate, as business the goals, format and end user changed between completion and go-live.

Our original primary user was the customer, browsing and shopping on their smartphones in order to learn more about and shop customised products, however at the end the business felt the most benefit would be gained by launching this prodcut on in-store iPads only, so that the customer would always be guided by a representative.


This is an interesting project to evaluate, as business the goals, format and end user changed between completion and go-live.

Our original primary user was the customer, browsing and shopping on their smartphones in order to learn more about and shop customised products, however at the end the business felt the most benefit would be gained by launching this prodcut on in-store iPads only, so that the customer would always be guided by a representative.

This is an interesting project to evaluate, as business the goals, format and end user changed between completion and go-live.

Our original primary user was the customer, browsing and shopping on their smartphones in order to learn more about and shop customised products, however at the end the business felt the most benefit would be gained by launching this prodcut on in-store iPads only, so that the customer would always be guided by a representative.

This is an interesting project to evaluate, as business the goals, format and end user changed between completion and go-live.

Our original primary user was the customer, browsing and shopping on their smartphones in order to learn more about and shop customised products, however at the end the business felt the most benefit would be gained by launching this prodcut on in-store iPads only, so that the customer would always be guided by a representative.

This is an interesting project to evaluate, as business the goals, format and end user changed between completion and go-live.

Our original primary user was the customer, browsing and shopping on their smartphones in order to learn more about and shop customised products, however at the end the business felt the most benefit would be gained by launching this prodcut on in-store iPads only, so that the customer would always be guided by a representative.

This approach is less risky for both the customer and the business, and allowed us to shift our focus from the performance aspect as the iPads would always be connected to high-speed wi-fi, and instead on a luxury look and feel.

This project was great exercise in collaboration between design, product and tech, taking a pragmatic approach to the change of direction and still being able to deliver a usable product with time and resource constraints.

This approach is less risky for both the customer and the business, and allowed us to shift our focus from the performance aspect as the iPads would always be connected to high-speed wi-fi, and instead on a luxury look and feel.

This project was great exercise in collaboration between design, product and tech, taking a pragmatic approach to the change of direction and still being able to deliver a usable product with time and resource constraints.

This approach is less risky for both the customer and the business, and allowed us to shift our focus from the performance aspect as the iPads would always be connected to high-speed wi-fi, and instead on a luxury look and feel.

This project was great exercise in collaboration between design, product and tech, taking a pragmatic approach to the change of direction and still being able to deliver a usable product with time and resource constraints.

This approach is less risky for both the customer and the business, and allowed us to shift our focus from the performance aspect as the iPads would always be connected to high-speed wi-fi, and instead on a luxury look and feel.

This project was great exercise in collaboration between design, product and tech, taking a pragmatic approach to the change of direction and still being able to deliver a usable product with time and resource constraints.

This approach is less risky for both the customer and the business, and allowed us to shift our focus from the performance aspect as the iPads would always be connected to high-speed wi-fi, and instead on a luxury look and feel.

This project was great exercise in collaboration between design, product and tech, taking a pragmatic approach to the change of direction and still being able to deliver a usable product with time and resource constraints.

mto-design

Image: Final design

Project-Info-LightProject-Info-LightProject-Info-LightProject-Info-LightProject-Info-LightProject-Info-LightProject-Info-Light

Client

Bally

Bally

Bally

Bally

Agency

Labelux

Labelux

Labelux

Labelux

Date

Date

Date

Date

2016

2016

2016

2016

My Role

Discovery and research
Competitor analysis
Low-fidelity wireframes and prototypes
High-fidelity designs and asset creation
Usability testing and validation
Design workflow management
Providing direction to the design team

Discovery and research
Competitor analysis
Low-fidelity wireframes and prototypes
High-fidelity designs and asset creation
Usability testing and validation
Design workflow management
Providing direction to the design team

Discovery and research
Competitor analysis
Low-fidelity wireframes and prototypes
High-fidelity designs and asset creation
Usability testing and validation
Design workflow management
Providing direction to the design team

Discovery and research
Competitor analysis
Low-fidelity wireframes and prototypes
High-fidelity designs and asset creation
Usability testing and validation
Design workflow management
Providing direction to the design team

Discovery and research
Competitor analysis
Low-fidelity wireframes and prototypes
High-fidelity designs and asset creation
Usability testing and validation
Design workflow management
Providing direction to the design team

Collaborators

Labelux design, production and engineering teams
Bally digital, delivery and creative teams

Beamly design and engineering teams
Holition design and engineering teams
CoverGirl brand marketing team

Labelux design, production and engineering teams
Bally digital, delivery and creative teams

Labelux design, production and engineering teams
Bally digital, delivery and creative teams

Labelux design, production and engineering teams
Bally digital, delivery and creative teams

Selected Works

Contact

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Work Enquiries

Drop me an email to discuss your project

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Design mentorship

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