New website design for a leading luxury retailer,
The Conran Shop.

2018
UX & UI
Agency: Logicspot

The Conran Shop is a leading luxury retailer who's roots are in London, offering a covetable edit of furniture, lighting, home accessories and gifts from some of the most iconic and up-and-coming designers from around the world. Our goal was to redesign the website with a fresh look, optimize the customer journey to increase conversion rate.

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Involvement
  • Understand
    • Client workshops
    • Business goals
  • Design Research
    • User personas
    • User flows
  • Define Direction
    • Moodboard
    • Ideation workshop
  • Prototype
    • Wireframes
    • Interactive prototypes
    • User testing
  • Design & Build
    • Design
    • Collaborate with front-end engineers
Conranshop screens

Redesigning the luxurious online ecommerce experince from homepage to check-out pages, optimizing the conversion rate by 45%.


New Homepage

If you have ever been to The Conran Shop, you would know they are a quality shop. Their store layout is like an art gallery and their stocks being pieces of art. I wanted to translate this feeling on to the new homepage. The idea was to make the tiles animate and move at different speeds, grabbing different viewers' attention.


Conranshop screens

Above image: Homepage design


Brand & Designer

As part of the redesign project, The Conran Shop wanted to create a new section of the site. The Brand & Designer pages to tell stories of products in the maker's view. I designed these pages to be image centric, with an emphasis on their key product and an areas to learn more about the brand or the designer.


Conranshop screens

Above image: Brand & Designer page design


The website redesign resulted in a 80% increase in revenue.

Product Detail

The most important part of an ecommerce site is the product page. This is where the user discovers the details of a product and makes a purchase decision. Working with The Conran Shop ecommerce marketing team, I studied the old product page. The analytics showed me that a significant amount of users were going through the checkout process just to find out the shipping cost. This was majorly affecting the basket abandonment rate. To reduce this rate, I exposed the shipping information earlier in the user journey. I placed it at the top of the product page along with key product details.


Conranshop screens

Above image: Product detail page design


Iconic Product Detail

The Conran Shop offers many iconic furnitures that are created by famous designers. I wanted to give these timeless iconic pieces a special treatment. I created extra sections on the PDP page and added a full-width hero image.


Conranshop screens

Above image: Part of iconic product detail page design


Results

With the above changes to the site, we quickly achieved an average of 45% increase in conversion rate, and 80% increase in revenue.