E-commerce redesign for enhanced sales & engagement
Client
Crabtree & Evelyn
Platform
Shopify
Objective
Redesign the Crabtree & Evelyn e-commerce website on Shopify to improve user experience, drive sales, increase website traffic, and boost customer retention.
Abstract
A full revamp of Crabtree & Evelyn’s online store to elevate the brand’s digital presence, streamline the customer journey, and boost sales.
Built on Shopify for a robust, scalable platform with easy content management. I led UX and aligned the UI with the brand identity. The result is an intuitive shopping experience that increased engagement, improved conversions, and strengthened customer loyalty.
Role & contributions
- Led UX Strategy & Research – Defined and executed UX strategies, aligning business goals with user needs through research-driven decisions.
- Cross-Functional Collaboration – Worked with design, content, engineering, and marketing teams to create a user-centered experience.
- User Research & Testing – Conducted stakeholder interviews, usability testing, and A/B testing to optimize designs.
- Prototyping & Wireframing – Designed wireframes and prototypes to guide product direction and stakeholder alignment.
- Design System & Development Support – Partnered with developers to build a scalable design system and streamline UI implementation.
Content
Step 1
UX onboarding
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Introduced the team to UX methodologies and best practices.
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Conducted stakeholder interviews to understand business goals.
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Analysed industry benchmarks and Shopify platform constraints.
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Proposed UX solutions, gathered feedback, and iterated.
Infographic by Francois Bouniq-Mercier
Step 2
Identity, information architecture, wireframe
- To address the team’s time constraints, we created a wireframe. This approach helps align our in-house goals.
- Test key elements, implement the design, and evaluate its performance through live A/B testing.
Step 3
New ‘create gifts’ feature & testing
- Led ideation and selection of two key concepts for the feature.
- Developed interactive prototypes and conducted remote user testing.
- Optimised the design based on user feedback before development.
Ideation
Concept selection
Two concepts were retained and fleshed out.
Testing
Team decision
Implementation of the side module.
Prototyping and remote testing for optimisation.
Step 4
User interface, templates & design system*
* Based on Shopify & brand identity
- Introduced the benefits of the atomic library.
- Collaborated with UI designers, creatives, and developers to bring the design to life.
- Collaborated with engineers through UI implementation.
- Facilitating the UI QA with relevant tools.
Key metrics
Enhanced user experience and business growth
Increased website traffic (+42.13% unique visitors)
The redesign led to a 42.13% increase in unique monthly visitors, indicating improved online engagement.
Enhanced user engagement (+38.50% page views)
Monthly page views rose by 38.50%, suggesting that users are exploring more content per visit.
Improved conversion rates
The introduction of quick purchase calls-to-action (CTAs) throughout the site streamlined the shopping process, potentially increasing conversion rates.
Higher returning visitor rate
The redesign aimed to boost the number of returning visitors, indicating improved user retention.