Garden Trading Website
- madeleine
- Jan 22, 2020
- 2 min read
Updated: Feb 27, 2022
Agency: blubolt
Client: Garden Trading
Introduction
Garden Trading is a brand-led retailer in the homeware sector. With a catalogue of bespoke products made from high quality materials, Garden Trading wanted a redesign of their eCommerce site to enhance their online offering and improve customer experience. They wanted to explore bespoke features which could enhance user journeys.
Aims
Full site redesign.
Strong reflection of brand.
Sell story behind product materials.
Ensure an improved customer experience.
Approach
I facilitated workshops with stakeholders to gain empathy for the brand and identify target audiences and key project aims. A site map and key feature requirements was established. I then created designs beginning with key pages in iteration until full sign off could be established both from an internal technical perspective and from the client. Build was undertaken in an agile environment with myself responsible for quality assurance checks of the User Interface (UI).
Solution
The site successfully launched in 2018. Strong lifestyle-led photography was used to give the site a luxury feel and a sense of brand quality to customers visiting the site.
The new structure focused on encouraging browsing behaviour with carefully considered carousels, flexible block sections and inter-linking of pages. An important element of the shopping experience for Garden Trading’s customers was the ability to acknowledge their own sense of style from the products on offer. This sense of individualism was achieved through a feature that enabled users to put together their own bespoke “sets” of furniture and accessories, via a visual list of suggested complementary products, sensitively presented for cross and up-selling across all categories.
To ensure a clear route to checkout for non-browsing visitors, a highly sophisticated smart search was incorporated along with a sticky add to basket function on the product pages.
20% decrease in bounce rate for brand-led retailer.
10% increase in session duration.
12% increase in conversion.
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