To give Wrangler a stronger, broader voice online I helped devise a faster, more flexible way for them to publish content across their site.
Made at RetroFuzz in 2018 with Amanda Johnson (user research) and Keir Gibson (analytics).
Wrangler Europe was pursuing a younger audience and creating lots of great content to help entice them. But after speaking to customers we discovered there was a disconnect between the brand's voice on social, and on its own website.
Current pages on the site were the bottle-neck; they were strictly-templated, layouts were inflexible, and the CMS behind it all was unwieldy. So we figured that with a simpler system, Wrangler could speak to their audience on their own site much more easily.
After digging into lots of analytics data (like scroll maps and screen size popularity), I led the creation of a simple—but elegant—modular approach to showing content and building pages. Everything revolved around the beautiful photography and videos, so copy could be positioned and stylised to complement the story being told.
I worked closely with Wrangler's development partner to help define and implement a technical approach that met the needs of the online team, and reflected my vision for the website. From slideshows to written editorial, the system could be adapted to best-serve the purpose of the content, allowing Wrangler to publish their stories faster than ever before.
Launched to an eager team, the project has made positive ripples throughout Wrangler, empowering them to publish more content than ever before.
But their customers took to it even better. We learned that visitors who arrive at the site through a content page stay there longer, are more likely to return, and—crucially—are more likely to buy something.