Curvy Kate decided to go eCommerce in late 2015 and so began a 6 month project to completely change the structure, layout and functionality of their website. The project began with several meetings to discuss how best to move forward with the redesign and the desired outcomes they were expecting from such an overhaul. Once decided, the critical path was constructed and designing commenced.
Highly visited, it’s imperative to ensure all aspects of the website are functioning correctly whilst looking to improve the customer experience.
Since the launch of the eCommerce website just over a year ago there has been a steady increase in conversion rate.
Through the initial stage of concept designs, wireframes were meticulously analysed taking into consideration both UX (User Experience) and UI (User Interface). Key focus areas included the product details section on a single product page, product layout on category pages and the basket/checkout area. The goal was to refine the journey from entering the website to purchase and gaining a returning member.
Once the wireframes were agreed on, the next phase consisted of styling these wireframes into full page previews for all screen sizes. This included designing a single page 4-5 times to show how elements flowed from one viewport to the next. As Curvy Kate is a well known brand, they have created a style whereby everyone associates that style with them. It was imperative to carry their brand identity across to this new website to reflect Curvy Kate’s personality whilst providing the fluent UX mapped out during the wire framing phase.
- Bronto Newsletter Signup
- Custom CSS, HTML & JS
- About Us & Bra Fitting Sections
The new Curvy Kate eCommerce website launched in June 2016 and since then has only been improving in every aspect.
Bra Finder Widget
There was a need to tailor each customers experience to ensure accessibility of bra sizes they were specifically looking for. Finding ‘Out of Stocks’ and ‘Sold Out’ items can cause frustration and unnecessary waste time for the customer. Developing the Bra / Bikini Finder allowed the customer from the very start of the user journey to tailor the products they viewed which helped increase conversion rate, customer satisfaction and reduced website drop-offs. This feature now currently drives 13% of Curvy Kate’s monthly sales.
As the website grew in orders and numbers, it became apparent the Basket Page needed improving. In order to increase the click-through rate from Basket to Checkout the layout was changed to clearly display item titles, prices, discounts and images. A new summary container was designed to show clear concise information of the current Basket Order. Further to this, cross-related products and voucher/gift wrapping options were added to improve the Average Basket Value resulting in higher sales and improved click-through rates, especially for mobile and tablet.
As Curvy Kate is also an international wholesale business, a key feature they insisted on was a Store Locator to display all stockists of their products. Being a project in itself, the Store Locator required heavy functionality to display both in-store and online stockists. Further to the brief two more sections were added onto the Store which consisted of a signup form for new retailers and another signup form for people looking to stock Curvy Kate. Stores with both an online and in-store presence were connected to ensure fluidity and improved user accessibility depending on their need for online or in-store shopping. Finally within the Online Store locator a ‘Featured Retailers’ section was created to push more well-known and higher-stocked stores.
Category Page Development
Another key feature added to the website after the launch was an updated category page layout. Customers wanted more information than just an image, name and price displayed to make them click through to the product. Therefore more information was displayed under each product which included % off, a star review system and new products were highlighted. Click-through rates increased by 4.5%.
Curvy Kate’s vast product range, long lasting blog presence and category page filtering raises their visibility on Google Search.
Once all designs were signed off it was on to the development stage. This consisted of typing custom HTML / CSS / JS / ASP.NET code to create the vision mapped out within the designs. Due to the dynamic nature of the website (varying products) the designs had to cater for each possible outcome which proved a difficult but rewarding task once completed.
The final stage saw heavy and rigorous testing of the entire website, focusing highly on the shopping features to ensure a smooth launch with minimal bugs. Once completed, the website was prepared for launch and on 14th June 2016 the new Curvy Kate eCommerce website went live. Since then there have been several development projects to improve the UX and increase profitability.