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Evaluate and redesign the Freemans website to provide a new, best-in-class ecommerce site.
When Freemans requested a redesign of their website they had a big laundry list of things they wanted to achieve. Specifically, Freemans wanted to increase visitor-to-order conversion for browsed and searched items, reduce dropout/barriers to purchase throughout the processes, introduce a Freemans online style guide and devise simplified and effective user journeys (and confirm all this with usability studies).
Freemans asked us to review their site from a design and customer journey viewpoint and to then redesign it following a user-centred design (UCD) approach in order to provide Freemans with a best in class ecommerce website in just 8 weeks.
It was a tall challenge, but we were able to find a collaborative approach that allowed us to deliver to incredibly tight deadlines while still meeting Freemans' high expectations.
Designed the new website in close collaboration with the Freemans team in just 8 weeks.
We created a bespoke program of UCD and research techniques to identify key areas of improvement for the site. We conducted user research at the start of the project to understand what users think and feel about the kinds of experiences they have when shopping online and offline.
We then developed requirements from a competitive analysis of the fashion sector and an expert review of the current Freemans site. All of this data enabled us to understand and prioritise the project requirements effectively. It also helped us to innovate new ways for customers to interact with the site.
We then created a conceptual design which was refined in workshops involving a cross-disciplinary team of Freemans business managers, technical staff and designers. Of course, no design team can get all the details of a design right the first time. So we created a prototype, tested it with users and then enhanced the design based on user feedback.
To streamline design process, one of Freemans' designers worked at our London office for six weeks, which lowered design barriers, gave them a head-start on implementation and facilitated a huge transfer of UCD knowledge to the Freemans' team.
A vibrant and inspiring new website that is already driving increased conversion.
Working closely with Freemans' in-house design and e-commerce teams, we helped to create a vibrant, inspiring and simple to navigate website that works seamlessly with their other media (especially the well-loved printed catalogue) and – six weeks in - has already delivered an increase in conversion rates.
The new site is visually appealing (with a contemporary design, catwalk videos and additional trend pages) and now facilitates increased marketing opportunities through clear cross-selling and up-selling. We also introduced an intuitive method for browsing which fits the customers' model of an ideal shopping experience and reduces the number of clicks needed to buy a product.
The new Freemans.com site offers:
“We listened to our customers and as a result have made some fantastic improvements to the site.”
Jo Brook, Channel Manager at Freemans
Visit the Freemans website (opens in new window)
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