1. The Challenge
The Signet Group (of which encompassed Ernest Jones and H Samuel) was falling behind it's competitors...with the acquisition of Ernest Jones and H Samuel in to the group, it allowed for the transformation of these iconic brands.
Our primary goal was to understand the differing users and their needs for H Samuel – lower price points, younger audience base and Ernest Jones – premium, higher end, luxury, and bring them back to life as leaders in their retrospective fields by improving on site user search and reducing bounce rates site wide to name just few.
Example stats for performance prior to transformation
Number of users landing on PDP after PLP: New Users: 28.6% | Returning Users: 25.1%
Number of users exiting PDP: New Users: 65.2% | Returning Users: 68.8%
The scale of this project meant components were launched individually to test and validate away from a full launch.
Below is a visual of the website prior to transformation:
2. The Solution & Process
We approached the redesign using a 4-stage process: Discovery, Define, Design, and Test. The core solution involved focusing on the redesign of the filters, PLP and PDP due to the percentage of customers entering at these points.
- DISCOVER
Collaborative workshops to define user personas for each brand and understand competitor market - DEFINE
User journeys split by Educate & Discover, Compare & Choose, Book & Buy
Quantatitive and Qualitative Research to understand specific user painpoints on existing site - DESIGN
Created high-fidelity design solutions full and component level - TEST
A/B testing key features/components to validate quick win solutions, for example in page content spots for lister pages to drive engagment and reduce bounce rate
3. Key Results ∓ Impact
The redesign was a success, leading to significant measurable improvements:
total uplift by intergrating successful enhancements to drive conversion