Whether you need design or tweak some code, I have the skills and creativity needed to take your project to the next level.
At-a-Glance
Escape Ordinary had no clear direction with their website and they were struggling to express what the company stands for. The website had a lot of content and they didn't know how to properly guide a user through the journey. Our task was to completely revamp the user journey, utilise the pathways in the companies branding as well as make sure everything was following best practises for user experience, SEO and page speed.
The Problem ⚠️
Escape Ordinary's previous website failed to effectively communicate the essence of their brand. It lacked a cohesive user journey and failed to convey the unique values and identity of the company. Recognising the importance of a seamless and engaging user experience, Escape Ordinary sought to overhaul their online presence to make it more intuitive and user-friendly.
The Solution ✅
In response, our solution involved a strategic approach aimed at refining the website's user experience. We implemented a design strategy that utilised Escape Ordinary's brand colours to distinctly delineate the various core values and sections of the site. Additionally, we streamlined and optimised the navigation, ensuring a more straightforward and intuitive journey for users. Each component and layout element underwent enhancement to elevate the overall user experience, facilitating smoother interactions and engagement. Furthermore, we prioritised improvements in page speed and interactivity, complemented by captivating animations, thus ensuring a seamless and visually compelling browsing experience for visitors.
The Process
• Discovery Call - Introducing myself to the client and finding out their wants and desires for this project. Discussing budgets, timelines and other details specific to project.
• Competitor & General Research - Building a case for the project to understand likes and dislikes. Researching trends in the industry as well as UX.
• Start Wireframes - Building wireframes for website layout. Making sure the page follows optimal conversion rate optimisation [CRO] as well as User Experience [UX] best practises.
• Designing - Adding all brand colours as well as content into designs to bring the concepts to life. This is where the client will give feedback and ultimately approve designs before development.
• Development - Building the site in the chosen CMS, integrating content, setting up plugins, AB testing and more.
• Training and further support - After the project was launched, we sent the client reports as well as trained them up to be able to use their easy to edit website.
Take a look at the before & after.
Take a look at the site.
.svg)
User Journey Map
Websites Sitemap
Navigation Improvements
Wireframes [annotated for reasons why]
Design System
Typography
Buttons
Colours
Final Design [annotated for reasons why]
Approach 🪄
- Data Analysis: We began by conducting a comprehensive analysis of XYZ Apparel's website performance, utilizing web analytics tools such as Google Analytics. This helped us identify key areas for improvement, including high-traffic pages with low conversion rates and potential barriers to purchase.
- User Experience (UX) Optimization: We conducted user testing and feedback surveys to gain insights into the user journey on the website. Based on this feedback, we implemented UX improvements such as simplifying navigation, streamlining the checkout process, and optimizing product pages for mobile responsiveness.
- Conversion Rate Optimization (CRO): We implemented A/B testing and conversion rate optimization strategies to refine website elements such as calls-to-action, product recommendations, and checkout flows. By continuously testing and iterating on these elements, we were able to identify and implement changes that drove higher conversion rates.
- Personalization and Recommendations: Leveraging data-driven insights, we implemented personalized product recommendations and targeted promotions based on user behavior and purchase history. This helped to increase cross-selling and upselling opportunities, driving higher AOV.
- Marketing Integration: We integrated the e-commerce website with XYZ Apparel's marketing channels, including email marketing campaigns, social media advertising, and search engine optimization (SEO) efforts. This ensured consistent messaging and a cohesive customer experience across all touchpoints.
Results 📊
- 30% Increase in Conversion Rate: By optimizing the website for user experience and implementing targeted CRO strategies, we achieved a 30% increase in the website's conversion rate within the first three months of implementation.
- 20% Increase in Average Order Value: Personalized product recommendations and targeted promotions led to a 20% increase in AOV, as customers were more likely to add complementary items to their cart.
- 25% Increase in Online Revenue: The combined impact of improved conversion rates and higher AOV resulted in a 25% increase in online revenue for XYZ Apparel.
- Improved Customer Retention: By providing a seamless and personalized shopping experience, XYZ Apparel saw an increase in customer satisfaction and loyalty, leading to higher repeat purchase rates and customer lifetime value.
Conclusion 📝
By focusing on optimizing the e-commerce website for user experience, implementing targeted CRO strategies, and integrating marketing efforts, XYZ Apparel was able to drive significant revenue growth and improve overall business performance. This case study demonstrates the importance of continuous optimization and data-driven decision-making in maximizing the potential of an e-commerce platform to drive sales and profitability.