User Experience

We mapped and maintained a user experience strategy throughout the design of the website, creating an inclusive and wider opportunity for the brand to interact, inform, inspire and sell to their audience.

The strategy was to support sales through inspirational, informative and inclusive content, whereby the user felt valued before, during and after purchase, through acquisition, retention and advocacy.

Quickshop quick smart

The dynamic PLP and PDP pages are all about efficiency and are supported through inspirational content. A user can shop straight from the PLP without ever having to go to a PDP at all. We wanted the user to feel at ease with the shopping experience, showing as much considered detail upfront as possible without taking them on long-winded journeys.

This is also true of the inspiration journey. Where products are shoppable in each article, meaning customers don’t have to go back in the journey in order to shop or divert from their interest in the content.

Design

Shoes that speak for themselves

On the surface, The Dune London brand guidelines are very black and white, literally. But the life within the brand is full of colour and expression. The brand guidelines were to create a more contemporary Dune London without losing its heritage and reputation, that simplified its offering as a brand without over-complication.

So we had to create a design that was built on simplicity, and trusted that the shoes spoke for themselves and the creative lifestyle or inspirational imagery lead the user through the experience. The website design is really designed to create a backdrop for the brand to function through.

The homepage acts as a digital store front and captures a wide range of ‘shoppable’ user interests and inspirations that match the impact of the high street. The hierarchy is an ‘inspiration first’ path to product, whereby we have created a visual voice of the brand, providing reliable and relevant content.The website is designed around a modular system that means the entire website can be tweaked, refreshed and repopulated in parallel with audience and trends without redesigning the platform, or moving away from the brand tone.

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Rob Silsbury, Ecommerce & Marketing Director

“The design that Hatched delivered for this project really brought the brand to life. Hatched fully met and exceeded our expectations.”

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Rob Silsbury, Ecommerce & Marketing Director

“We think we have a great platform in place and are looking forward to watching it evolve with the consumer. We are also looking forward to working with Hatched on a continued journey as the website and brand grows.”