The challenge
The storefront was built around the shape of the catalogue rather than the way customers buy. Product pages described everything and guided nobody, and the search rarely returned what the shopper was actually looking for.
The approach
We rebuilt the commerce platform and the product experience together, starting from how customers actually shop. Navigation, search and product pages were designed as one journey, backed by a catalogue structure the merchandising team could maintain.
- Search and navigation designed around real shopper intent
- Product pages rebuilt to guide rather than describe
- Catalogue structure the team can maintain themselves
What changed
Customers reach the products they came for in fewer steps, and the merchandising team can shape the experience without a release for routine changes.