Challenge
As the events of 2020 accelerated the shift towards eCommerce shopping, the company faced the challenge of embracing a digital transformation and implementing new technologies and investments. To effectively enhance the customer journey and ensure seamless access to inventory across stores, the focus of this case study is on the design strategy of Sun and Sand Sports' eCommerce website. The challenge lies in integrating the website into the overall omnichannel experience and incorporating it seamlessly into the customer journeys of users. Understanding and catering to the unique preferences and expectations of the Gen Z audience are crucial to remaining relevant and competitive in the retail industry.
Solution
The company's investment in a robust and flexible technology infrastructure enabled seamless integration between various systems. The company partnered with top technology providers to facilitate data sharing and synchronization. With all the back-end technologies set up, defined customer journeys are made possible on the website and mobile app. The new branding is adhered to on the eCommerce channel to ensure that the same tone, voice, and visual identity are maintained across all channels.
Process
Discover
Discovery Session
I participated in discovery sessions with stakeholders and departments to establish creative direction and UX approach. During the discovery sessions, we identified the key goals and objectives of the website redesign. We discussed the target audience, their needs, and preferences, as well as the desired user experience. This information helped us define the overall approach for the new website.
Competitive Analysis
To gain a better understanding of the market and competition, we conducted a thorough competitive analysis. We analyzed the websites and user experiences of other leading sports retailers in the MENA region, as well as global e-commerce platforms. This analysis informed our decision-making process and allowed us to identify areas where we could differentiate Sun and Sand Sports.
Expectations
With a dominant presence in the market, the company had a major edge over its competition. The owners anticipated the project to be executed effortlessly across all platforms, thus fulfilling their aim for an authentic omnichannel experience.
Define
Personas / Empathy mapping
We created personas based on the target audience of Sun and Sand Sports. These personas represented the different types of customers that the website needed to cater to.
User Flows
As part of our website analysis, we developed user flows to understand how customers browse and complete tasks such as adding items to their cart or checking out. Our primary focus was on the Click and Collect feature, which is critical to the omnichannel experience. To enhance customer engagement, we also prioritized search optimization and personalization to cater to the needs of our target audience.
We utilized DoGo mapping to help construct the Information Architecture of the checkout process.
Develop
Wireframes
Based on the existing website and app, wireframes were created to incorporate new user flows. Usability tests and A/B testing were performed to optimize the layout for conversion.
Design System
We developed a design system to unify our eCommerce website and app with the company's new brand identity. This ensured consistency and cohesion between the brand and user interface experience.
Collaboration
Successful collaboration is key for developers, stakeholders, and other involved parties. Daily standups make sure all are up-to-date and goals are met on schedule. Backlog tasks meetings and quarterly business stakeholder meetings are essential for ensuring design meets functional requirements and is in line with product vision.
Prioritizing implementation concerns of product features in the roadmap is a recurring discussion. We tackle major product releases with backend enhancements to ensure all important elements are accounted for. Data analysis is essential for meeting roadmap goals, allowing us to accurately assess the current and upcoming product features in relation to the overall vision.
"Jason was a pleasure to work with. An expert at crafting elegant solutions to solve customers problems and an endless source of new ideas. We couldn't have achieved what we did without him."
Ben Wimby
Analytics and Optimisation Manager
Deliver
High Fidelity Design
We delivered high-fidelity designs that showcased the new brand identity and provided a visually pleasing and intuitive user interface. The designs were created using the established design system, ensuring a consistent and cohesive experience across all channels.
Prototyping
To further enhance the user experience, we created interactive prototypes that allowed stakeholders to visualize the flow and functionality of the website. These prototypes helped gather feedback and make necessary adjustments before development.
Development
Collaborating with the development team, we provided detailed design specifications and assets to ensure accurate implementation of the designs. Regular communication and testing were conducted to address any issues and ensure a smooth development process.
Conclusion
Sun and Sand Sports' rebranding and omnichannel strategy enabled them to maintain their status as the largest sports retailer in MENA. Featuring a stylish design, competitive prices, special offers, and a smooth shopping journey, they were able to stay relevant and remain competitive. Investment in technological infrastructure and collaboration with leading providers provided the essential foundation for consistent branding.
