Kirstin Ash
Online Shop
Kirstin Ash, an Australian jewellery brand, was looking to expand to online channel from traditional retail channel to grow their business.
My role was to advise the business on setting up ecommerce capability in line with best practice, from stock management to a highly optimised user interface.
As a result, the online shop enabled significant growth for the business; today a large part of the sales are made online.
Role
UX Designer, Digital Strategist
Responsibilities
Strategy / user journey / IA / wireframes / ecommerce optimisation
Site
Optimised journey & navigation
To establish an optimised user journey, I benchmarked competition and applied commerce best practices.
One of the key areas where careful consideration was required was the navigation and product categories, given the complexities of collections, categories and variants. I guided the design decisions on the primary navigation based on competition benchmarking and best practice.
Retention
Discovery
Instagram integration
Look books, promotions
Easy category navigation
Conversion
Contextual imagery
Optimised product page
Seamless check-out
Abandoned cart reminders
Cross-sell, up-sell
Bundling
Loyalty
Member emails
Discounts
The site uses several tactics to attract interest and up-sell products to increase cart value. Cross-sell is provided in context, with related products and instagram shopping.
Up-sell & cross sell
I advised the business in strategies and methods for optimised customer journey to reach the business goals set for online sales.
