About Client

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In February 2018, The Chain Hut approached us with a vision to enter the UK's thriving online fashion jewellery market. We decided to go for a comprehensive e-commerce UX design approach, starting with a thorough UX Audit and culminating in a fully functional, optimised website built on the Magento e-commerce platform. The optimised website we created for them translated to an increase in organic traffic, revenue and reduction in product development costs.

E-Commerce design approach

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Design Audit

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We began by creating user personas, conducting interviews, benchmarking competitors, and performing heuristic analysis. This resulted in a comprehensive report outlining our recommendations for optimising The Chain Hut's online presence.

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Information Architecture

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Collaborating closely with the client, we designed an information architecture that streamlined navigation, search, and discovery of their extensive range of silver chains.

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User Journey

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

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Design Review Iterate

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From paper sketches to Figma wireframes, we underwent multiple iterations to create low-fidelity designs that were both platform-compatible and developer-friendly. Recognising the growing trend of mobile users in the online fashion jewellery market, we adopted a mobile-first design approach, creating separate versions for desktop, tablet, and mobile devices.

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Branding

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After finalising the low-fidelity wireframes, we focused on elevating the e-commerce UX design by finessing the branding and style guide. This included selecting fonts, typography, colour schemes, and product icons to ensure a cohesive and engaging user experience.

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Seamless checkout experience

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All the user journeys reach the final destination when the user resolves to make a purchase. Hence, we prioritised creating a distraction-free, convenient purchase experience to minimise drop-offs and maximise order value. The results speak for themselves, as the client continues to validate the success of our design through their impressive performance metrics.

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Integration with Marketing Strategies

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Any new brand venturing into the 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. By focusing on intuitive navigation, search functionality, and product discovery, we aimed to convert casual visitors into prospective buyers.

Final Outcome

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The final outcome of our collaboration with The Chain Hut resulted in;

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1. A beautiful eCommerce website design that is both platform and developer-friendly.
2. An optimised Information Architecture and landing pages for an easy flowing user journey on the website.
3. A styling guide that helps maintain brand consistency.

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Our holistic eCommerce UX design process not only elevated The Chain Hut's online presence but also translated into tangible business results. The optimised website contributed to an increase in organic traffic and revenue while simultaneously reducing product development costs.

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By partnering with us, The Chain Hut unlocked the full potential of their e-commerce venture, setting the stage for continued growth and success in the dynamic world of online fashion jewellery.