The key objectives for the re-design were to bring the website in-line with a de-brand, maintain an already well performing opt-in rate and to ensure it performs well across multiple devices.
After user research and a usability review, we identified key areas to focus on; navigation, surfacing product information and amplifying the value proposition.
We streamlined the navigation, and created mega navigation templates to cope with a website that scales regularly. We introduced landing pages for each main navigation item to ensure consistency.
The product landing page shows the breadth of the range to increase product awareness. We introduced filters and category tabs to simplify the product search. We added a "similar to this" section on the product details page for increased product exposure.
I worked closely with the photography art director to achieve a beautiful photography tone, focusing on an aspirational lifestyle, thus surfacing the brand value proposition.
We introduced four color profiles, one per season, to keep the site looking fresh and relevant.
The site includes an instant win game, mini games, an on-pack competition and a monthly prize draw to optimise opt in's.
A sample of email templates for the gamification elements.