It took 9 months for the UX/UI teams to recreate the new Dior website without… breadcrumbs.
Such an important and easy to incorporate feature is missing. The one which could bring potential benefits like easier navigation, improved SEO, enhanced customer journey.
User experience and interface are not only about website speed but also about simplifying the entire journey. While this might have been an exciting project for the team, I expected a better result from a giant with such resources than just improved speed, an other design for frontpage, and a new font.
My previous reviews of the website:
From my general review, here’s what has changed:
better speed
improved picture and video quality and display
new font:)
other (but still not perfect) filter display
streamlined checkout
an option to send a video message, similar to the feature Loro Piana offers
The main downside remains: the sitemap is still complicated. Dior, being a multi-platform site with departments for women, men, kids, lifestyle, and beauty, is challenging to organize. But this is the foundation every e-commerce site should start with: taking the time to carefully structure the sitemap. What is even more important - from complicated to simplified. I think, 9 month is more than enough for that (I mean, it’s enough for a baby😅).
I also noticed missed opportunities for upsell items, which:
on one hand is a lost chance for the brand to grow order value, and
on the other hand reduces the customer’s ability to make an informed and well-rounded purchase.
After all I can upgrade my score for the Dior website from 6 to 7 out of 10. There is still a room to grow.