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Redesigning from wallets to carry-ons
With the goal of differentiating themselves from their competitors and increasing conversion rates online, Luggage Online engaged Fry for a complete redesign of their site including data analysis, enhanced site navigation, new merchandising tools, and creative development. In order
to gain a full understanding of the best direction to take the redesign, Fry first conducted comprehensive site analysis including a heuristic evaluation, data analysis, and a competitor review. Creative design ideas extended beyond the site to include the elements of their corporate identity.
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Making a brief case
To compare the elements of the Luggage Online site against industry best practices and their competitors' Web sites, Fry began with comprehensive analysis of the site. Data analytics revealed much about customers' site behavior. Usability, ease of navigation, and look and feel were also evaluated and then recommendations were made to improve the design of the site as well as the overall user experience. With research to support the recommendations, Fry determined how to position LuggageOnline.com as the premier site for all luggage and related accessories.
"Papa's got a brand new bag"
As a next step, Fry worked closely with the Luggage Online team to establish the creative direction for a complete site redesign, and a new brand identity as well. Fry created a new logo and tagline for Luggage Online to use in all of their materials. The site redesign incorporates these new brand elements using bolder colors and a more confident layout. New merchandising tools were also added to the site such as product comparisons and a laptop case finder. A new navigation taxonomy and search function improves the ease of shopping and condenses the checkout experience - all of which lead to increased conversion.
Traveling to the top
The redesigned Luggage Online site launched with a new logo, a new look and feel, and strong results. Shopping cart usage improved and checkout conversions increased 24%. With overall conversion rates up 12.7%, and Q1 2006 sales up 40% over Q1 2005, Luggage Online is quickly traveling to the top of online retailing.
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