West Midlands skirting board supplier, Skirting Online, needed a new brand and website to better serve their local customers and develop their national footprint. With few competitor sites impressing, this was an opportunity for Skirting Online to forge a new path and dominate the market.
Frictionless Product Design Process for the Customer
Skirting Online came to us with ambitions to revolutionise the online skirting board industry. They wanted to completely redesign their existing brand and eCommerce platform and deliver a first-class customer experience. Their current site was outdated and difficult to use, so we needed to deliver a fresh, modern platform and dramatically improve the user journey.
With so many customisable options for their products, one of the most important challenges was creating a frictionless product design process for the customer.
Our Solution: Interactivity gets Customers Invested.
We designed an elegant, spacious homepage, making excellent use of white space to deliver a relaxed, straight-forward eCommerce experience.
We created a bespoke product building tool so that users could easily tailor their designs. There are options to customise the height, length, depth and finish of each item. Multiple images and 3D illustrations guide customers, giving them a clear vision of how the final piece could look.
After feeling like they’ve played a game rather than chosen a skirting board design, customers are directed to the basket and checkout. Here, we removed everything that wasn’t strictly necessary for the purchase process, getting rid of distractions and links that led away so that every element encourages customers to convert to purchase.
Final Thoughts: Successfully Disrupting the Market
We successfully met all deliverables for this project. The website delivers a digital user journey far superior to any of Skirting Online’s competitors. Providing advanced, customisable features positions the brand alongside far larger, national homeware brands. Not just an eCommerce store, the website now showcases the quality of their manufacturing processes and is a brilliant resource for customers looking for further information.