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UK’s largest silver chain eStore

+ 27%

organic traffic
(MoM increase)

+ 16%

revenue
(MoM increase)

- 42%

product development cost

When the client decided to venture into creating their own direct-to-consumer eCommerce brand in UK’s online fashion jewellery market, they had to look through many aspects of eCommerce that they were unfamiliar with. They were looking for a partner who could help them through their journey of launching their brand on the Internet and beyond.

Our Approach

We went through several iterative cycles to achieve constant improvements. We adopted different workflows for design and development stages. Our process was flexible and steps were added and scaled or removed to fit timelines and requirements accordingly.

UX Audit

Designing comprehensive user experiences and delivering High quality user interfaces driven by user empathy, marketing aptitude and technical roots.

Information Design

With our roots in consumer technologies, enterprise applications and lean development, we’re here to bring the technology that is at our core, to yours.

Low Fidelity Wireframes

With our roots in consumer technologies, enterprise applications and lean development, we’re here to bring the technology that is at our core, to yours.

High Fidelity Mockups

With our roots in consumer technologies, enterprise applications and lean development, we’re here to bring the technology that is at our core, to yours.

Front end development

With our roots in consumer technologies, enterprise applications and lean development, we’re here to bring the technology that is at our core, to yours.

Magento Development

With our roots in consumer technologies, enterprise applications and lean development, we’re here to bring the technology that is at our core, to yours.

Web Store Maintenance

With our roots in consumer technologies, enterprise applications and lean development, we’re here to bring the technology that is at our core, to yours.

We created user personas, conducted the interviews, benchmarked the competition, performed heuristic analysis and produced a comprehensive report with our recommendations.

Their advice is impartial and holistic – not favouring one aspect of e-commerce over another, whether it be user experience, UI design, technical, marketing, branding or something else.

Head of Design, TheChainHut

Architecting the information

Based on the User Personas we created during the audit phase, we mapped the user journeys with Magento’s default workflow. The challenge was to keep the core purchase workflow of Magento platform in tact and optimise the user flows.

The Chain Hut deals with vast variety of silver chains. With client’s help, we could design an information architecture that simplified the navigation, search and discovery of their products.

Design - Review - Iterate

Starting from paper sketches to Figma wireframes, we went through multiple iterations to produce low fidelity designs. Since the designs were to be integrated on Magento eCommerce platform, we spent a lot of time studying the default functionalities of Magento. Our designs had to be platform-compatible and developer-friendly.

Our research indicated an upward trend in mobile users for online fashion jewellery market. We ensured that our design thinking was mobile-first. We produced separate design versions for desktop, tablets and mobile.

Soon after the low fidelity wireframes were approved, we shifted our focus on the branding and style guide, which included finalising the fonts, typography, colour scheme and the product icons.

High on Marketing Aptitude

Any new brand venturing into direct to consumer market relies on acquiring visitors from non-organic channels such as ads, social media campaigns etc. We ensured that the landing pages and features were designed and developed in accordance with their content strategy and planned marketing campaigns.

We paid extra attention to navigation, search and discovery of the product to ensure that a casual interest visitor is inspired into developing an intent to make the purchase.

Made for Conversions

All the user journeys reach the final destination when user resolves to make a purchase. You want to provide a distraction-free, super-convenient purchase experience to ensure minimal drop-offs and highest order value. What we built for the client continues to get validated through their numbers which we are absolutely proud about! 😊

Go to Bag

Bag Page

Checkout Page

As a product development company, their No-Rush-No-Pressure approach allows us to work with them with warmth and friendliness. Beyond this and at the core, we work with them for their impeccable knowledge. We’ve witnessed them tailor their solution to the stage at which our business is at now with the snippets of advice in how to approach the future.

Tony G.

Director

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