This project was a full website redesign. The previous website was running separate desktop & mobile Ecommerce platforms and we had the opportunity to merge the two sites, during this time we aligned all the outdated styling and made major updates to the entire website.
The previous website was desktop driven so our primary objective was to create a mobile, tablet & desktop friendly shopping experience to suit any device our customers are using. Our data was showing a constant increase to mobile usage which was no surprise so we prioritised mobile for the majority of the redesign.
Old Checkout
Old Category Page
Old Order Details Page
New Responsive Design
Every section of the website was checked for legacy content for the migration into a new style guide. We wanted to ensure that our SEO ranked pages would be lost during the implementation.
Google Analytics user data was analysed to insure the most important aspects of the user journey got the most attention. This in-depth analysis also gave us the opportunity to cut legacy content from the website cleaning up old pages that were taking up time to maintain without getting us a return.
A new dynamic style guide was designed first then iterated when required through the project as it was the essential decision maker to keep the website consistent. Over time big brands can lose sight of what makes them recognizable, a consistent style applied site wide and across all channels creates a professional look a customer can trust.
During this project we had the opportunity to do some needed user experience best practice changes that will lead the mobile driven future of the website.
We used Axure for this specific part of the project so we could easily show interaction effects on elements to assist the IT team with implementation. Also with so much built into Axure we could create very quick prototypes for customer testing. Working closely with the development teams meant I could keep the future user testing as a priority for the new website. We were working with bootstrap based templates as we found it was the best foundation for us to guarantee a clean mobile shopping experience.
The new content pages were coded to be as adaptable as possible to updates which meant amending the journey was an easy dynamic process.
Having more test driven designs on concrete AB testing principles was the key driver we wanted for the development process. This was a massive opportunity to improve our Conversion Rate Optimisation plan on mobile especially.