Founded in 1850 Lane Crawford is a luxury designer online retailer with brick and mortar stores across Hong Kong, Beijing, Shanghai and Chengdu showcasing more than 800 international brands and featuring the largest designer portfolio across womenswear, menswear, cosmetics, home and jewellery in the region.
THE BRIEF
With mobile penetration growing Lane Crawford wanted to revamp and improve their mobile commerce experience and asked us to turn their current website fully responsive with the ultimate aim to increase mobile conversions but without disrupting their current desktop conversions.
THE STRATEGY
Our strategy was to start by auditing Lane Crawford’s current user flows, content modules and interface elements in order to design a newly improved user experience from a ‘mobile first’ perspective.
Our strategy was to start by auditing Lane Crawford’s current user flows, content modules and interface elements in order to design a newly improved user experience from a ‘mobile first’ perspective.
THE IDEA
The idea was to not simply turn their current website mobile responsive but to also re-invent the site's architecture from scratch to improve the site's loading speed, support the addition of new advanced features in order to close the gap between the online and offline brand experience, and to allow for future expansion of it's product catalogue. As creative lead on this project I also aimed to redesign the UI elements on each page to be more inline with the brands distinctive 'avant garde' brand identity.
The idea was to not simply turn their current website mobile responsive but to also re-invent the site's architecture from scratch to improve the site's loading speed, support the addition of new advanced features in order to close the gap between the online and offline brand experience, and to allow for future expansion of it's product catalogue. As creative lead on this project I also aimed to redesign the UI elements on each page to be more inline with the brands distinctive 'avant garde' brand identity.
THE RESULT
After deployment Lane Crawford saw a vast improvement in mobile transactions and the old desktop site was phased out with the new responsive omni-channel experience.
