Thread Harvest
Website redesign to better balance showcasing fashion and driving education
Client:
Thread Harvest Ethical fashion e-commerce marketplace Team: Steven Peng | Kristin Berckmans Duration: 2.5 weeks |
Skills used:
Software used:
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The challenge
The approach
Design approachThe classic double diamond approach by the Design Council was used in this project.
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What will success look like?
Uplift in awareness & traffic
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Increased positive sentiment & changed shopping behaviour
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The research phase
Why we did it
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Insights
- There is a need to explain more clearly what Thread Harvest stands for
- Values and a strong story are the key differentiators from other e-commerce fashion websites
- People need more information and the strength of a community to change their shopping behaviour
- The main goal is to shop. The 'feel good' factor afterwards is a bonus
- The shopping experience needs improvements with a simplified navigation and filtering system
- Lack of build trust and awareness. People buy online from brands they know and/or trust
- We need to help people find you
Goals
Business goals
Lead a revolutionary change for people and planet through ethical and sustainable fashion. |
User goals
Shop clothes that feel good, and do good at the same time, without paying too much. |
The design phase
Website redesign and marketing
Taking our insights from the research phase, we discovered there was a need to not only work on the website, but to also drive more traffic to the website via marketing
Website
Marketing
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Values
As part of the storytelling in the website, the impact badges were reduced from 8 to 6 in accordance with our research into the values that resonated most with millennials. Labels were added and hover state labels used when space was an issue. Colours were added to help distinguish the values from each other and tested with users with positive feedback.
PrototypeTo the right is the homepage with explanations of some of the elements we introduced and tested.
Other elements on the website include:
Usability testing
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Click to enlarge
Marketing recommendations
- SEO/SEA
- Blogging/guest blogging
- Newsletters/personalised emails
- Managing Director/Marketing Director to become inspirational leaders on LinkedIn/ Twitter
- Participate in more events/seminars/conferences
- Mix content on instagram with inspirational quotes, etc, include content on pinterest as well
- Build a community on facebook
- Contact a PR agency to further boost awareness and traffic to the website
Customer journey
We looked at the customer journey of the existing experience and how with our website and marketing recommendations,
we can improve the experience. Emotional state was based on qualitative feedback from users.
we can improve the experience. Emotional state was based on qualitative feedback from users.
Our improved customer journey experience starts with how storytelling and marketing can make customers more receptive to the website before arriving (entice). Once the customer is on the website (enter), it is easy to navigate, likes the clothing, the filter systems and values so buys something (engage). Afterwards (exit) feels great as she not only bought a stylish piece of clothing but made an impact by shopping at Thread Harvest. Later on (extend) when she receives a personalised email with a great offer and new items, she is excited to return.
Our recommendations
How our recommendations addressed the goals
Summary
Further testing and iterating are required, however the client, Thread Harvest, were highly satisfied with the work that we did.
-July 2018 update-
Thread Harvest are currently busy implementing our solutions.
-July 2018 update-
Thread Harvest are currently busy implementing our solutions.
Marketing recommendations |
© 2020 Steven Peng