Crate and Barrel's website had not kept pace with the growth of the product assortment and change in customer shopping behavior. Additionally, the interface and photography were overdue for an update to reflect the evolution of the industry and the brand.
Problem: A long neglected page template that was wasn't meeting customer or brand needs.
Tactics: A/B Test / Heatmap Tracking / Customer Interviews
Solution: A mobile-first design that blends shopping and content and helps customers narrow their buying decision.
Results: 21% increase in product click-through, increase in qualified traffic to product detail page and 5% increase in add-to-cart.
Problem: Two distinct browse paths were splitting customer traffic and hurting SEO. Inconsistent features across search and browse were creating a confusing experience. A fixed width page was not taking full advantage of screen real estate.
Tactics: Review Analytics / Heatmap Tracking / Customer Interviews / Workshop
Solution: A mobile-first design with a modular approach that allows for flexible merchandising and supports customers, regardless of how they enter the page. Updated UI that reflects a more modern look and feel.
Results: 7% reduction in exit rate and 9% increase in add-to-cart.
Problem: The art direction of Crate and Barrel product photography had become dated and wasn’t differentiated from competitors. Additionally the photography lacked consistency and wasn’t flexible enough to be used in marketing materials .
Tactics: Surveys / Customer Interviews / Internal Workshop
Solution: A new style of photography that puts the focus back on the product, presents the brand with a modern look and is easier to pair with marketing assets.
Results: A reduction in photography costs with a new style that gets used across channels. Overall improvement of brand perception based on user research.