e-Commerce Website Refresh
Jennings Rugs are an established, family-run rug business with over 60 years of knowledge and experience in the oriental rug and carpet industry. A valued, long-term client of ours, we were thrilled when they asked us to help them develop a new theme for their existing ecommerce website with a refreshed brand and design style to move their brand forwards. It was important for them that the new site retained the same functionality, built as a Shopify e-commerce solution, whilst adding a clean look that exudes luxury and heritage.
Initially, we sat down with the Jennings team to evaluate their existing solution and discuss the core needs of the new front-end. Though Shopify is the core of the solution, we needed a new theme with enhanced functionality, along with a new site structure and considered UX experience. Having designed and developed Jennings’ previous solution back in 2016, we had the brand knowledge and the experience to refresh their solution in line with their needs. Before proceeding with the design, we completed a competitor analysis to understand the current market and understand if there were any core elements that Jennings were missing or wanted to do differently.
Once the needs analysis was completed, our Head of Creative took some time to design what the refreshed brand would look like. We wanted a clean look that allowed the content to breathe more, adding a sense of luxury whilst keeping the gorgeous oriental rugs as the focal point of every page. As a point of reference, we looked at how other heritage brands modernised their look and feel, and developed a nicely contrasted mix of their existing branding with some lighter, muted shades with a mixture of bold and elegant fonts.
After Jennings fed back and approved the overall design, our Head of Digital fleshed out a site map to structure the new solution to suit an improved user experience and reorganised navigation menu. The Digital team conducted some research and selected a suitable Shopify base template, and designed the core pages of the site to give an idea of how the UI and UX would look in the new art style. All new functionality was investigated and confirmed by our Lead Developer to ensure the new features were possible.
Using the new design and layouts as a guide, the solution was developed to suit the new structure and refreshed style, with support from Jennings to update content and populate new imagery. The frontend template was built according to the new design, a lot of care has been taken to match it while keeping the base template updatable in the future. The site now is built on Shopify 2.0 which gives the content editor more flexibility on how to structure content by using a set of prebuilt components that helps them weave a functional layout easily that meets the organic changes of the website. Some new content was written by the Digital team and page descriptions were reviewed and SEO optimised where possible across the structure. The site is now live, with further new ideas in the pipeline to enhance the Jennings site experience.
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We recently had the pleasure of building a large application and product-led, content-managed website for Tecman. This gave us the freedom to change their online presence - shifting to a hyper-visual identity that really showed off the quality of their products.
Fully content-driven website solution that puts the user at the front of the experience and breaks the solution down into meaningful, information-led content without digging too deep for too long.
